Friso understands: Even if millions and millions of babies have been born before yours, we understand that for you it’s the first time. Everything is new – pregnancy as well as delivering.

Therefore the loyalty programme starts during pregnancy. The mother-to-be gets a diary, in which she can write about everything that's new to her. After birth she receives a new diary, this time to write about her new baby. All-in-all the programme consists of six loyalty mailings, ranging from the diaries to tips and congratulations on the first birthday of the baby.

Brand preference has risen from 60% to 78%.