Dairy Farmers rejuvenates its marketing push

A series of campaigns under the 'Here's to Good' masterbrand catchcry actively nod to its new Australian-made and owned status and to its 120 year-old heritage

After at least decade without sustained marketing communications effort for its masterbrand, Dairy Farmers has stepped up activity under the ‘Here’s to Good’ banner with marketing bursts for core products. 

The latest, for Classic flavoured milk, is one of three product campaigns bearing the masterbrand banner and capitalising on Dairy Farmers’ new Australian-made-and-owned status. The campaigns also apply lessons of Covid 2020 about what consumers wanted most from brands – wholesomeness and reasons to trust brands. 

The sale to Bega Cheese Limited by Lion Dairy and Drinks finalised in January this year brought Dairy Farmers under Bega’s Australian banner. Dairy Farmers then kicked off the year as a key element of Bega’s celebration of ‘Aussie-owned, made and loved’ products across its dairy and drinks portfolio in February 2021. With Dairy Farmers’ 120-year history, the brand was well placed to sell this sort of heritage, largely through high-reach channels in press and out-of-home advertising. 

In addition, the team has introduced new Dairy Farmers packaging and products. The three new product campaigns, packaging and communications all give a nod to the ‘Here’s to Good’ masterbrand platform.  

“It’s probably the first time in Dairy Farmers’ history that the brand has had such connected campaign, and an organised communications effort tied to the masterbrand," said Bega marketing director, dairy and drinks, Sharon Winton. "It's also connected to the brand’s purpose around families and the idea that we do stand for something more than just what we're selling.” 

The new ‘beach fantasy’ TVC for Classic flavoured milk projects women into a musical beach scene in a break away from the brash masculine creative that Dairy Farmers said is more typical for the category. Created by AJF Partnership, the TVC is supported by out-of-home, TikTok, Tinder, Instagram and Facebook advertising, as well as panels near sales outlets.  

Read more: the rise of the conscious consumer

Unlike much of Dairy farmers’ marketing to mums and families, the new Classic marketing targets 25 to 39-year-olds looking for a mental and physical pick me-up. A sip of a Classic milk takes an otherwise bored shopper from a checkout queue to playing the sax on a beach, jiving in tropical Carmen Miranda fashions.

Winton reported a 12 per cent increase in new outlets picking up the product, plus 8-9 per cent growth in supermarket sales since the campaign launched in June. This sits against the overall brand growth of 3 per cent annually, which she welcomed “for a brand that has been around for 120 years”. 

The Classic range gets a lift - and consumers get a reminder - every so often with ‘limited edition’ classics, with recent offerings including white chocolate and salted chocolate. These are usually sold for about six months – unless there’s a public outcry for a flavour so popular that Dairy Farmers must put it back on the shelf.  

Winton said being back under Australian ownership led to a key focus on celebrating Australian-owned and made and the quality of local dairy products.

 “The last 18 months have taught us that Australians are looking for brands they can trust. They value local and Australian-made brands and products that are good for them and their families. I wouldn’t say they were new trends but they've been accelerated by the pandemic," Winton said.

"What we were seeing made us reflect that this beautiful Dairy Farmers brand has been connected to the community and been providing nourishment to Australian families for so long. It was the perfect time for us to celebrate that across the breadth of our portfolio."

The Classic ad’s appeal to the individual follows family-oriented ads such as Dairy Farmers' unflavoured or ‘white’ milk ad during the Olympics, and 'ongoing', which focuses on people’s generosity. In it, a teenager looking for breakfast finds there is only one serve of milk left and makes his hard-working mum a cuppa instead of using it himself.  

“It’s a moment of generosity which brings to life the role milk can play in households. It’s been a pretty tough time for Aussies and we continue to see little acts of generosity shining through. It’s celebrating moments that connect us as humans,” said Winton. 

Community and generosity were also the focus of a highly successful customer engagement promotion, which ran April to June. This offered anyone with a story of deeds done selflessly the chance to win $1000 themselves and another $1000 for their chosen charity. More than 250,000 entrants responded to the promotion through a partnership with ARN radio's metropolitan network as well as via packaging, social and other media and public relations work. 

The three product masterbrand campaigns have followed a similar investment pattern, with screens dominating at least 50 per cent of spend, OOH and radio about 15 per cent each and digital at about 20 per cent. In future, Winton said the digital portion will increase. 

Dairy Farmers plans to continue using the three screen assets it has debuted this year. New products are also in the pipeline to follow the recently introduced Heart Active and Bone Active specific health lines. Winton cited more community sponsorship and activation alongside existing partnerships with Ronald McDonald House and Landcare are on the cards, along with on-pack promotions and consumer engagement. 

“It has been a long while - many years - when we didn’t talk across the range. And we can see the momentum now,” Winton added.  

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page 


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in