After at least a decade of no sustained marketing communications effort for its main brand, Dairy Farmers has stepped up its business under the “Here’s to the Good” banner with marketing blasts for commodities.
The latest, for Classic Flavored Milk, is one of three product campaigns bearing the main brand banner and capitalizing on Dairy Farmers’ new Australian manufacturing and ownership status. The campaigns also apply the lessons of Covid 2020 on what consumers expect most from brands – safety and reasons to trust brands.
The sale to Bega Cheese Limited by Lion Dairy and Drinks finalized in January of this year placed Dairy Farmers under the Australian banner of Bega. Dairy Farmers then kicked off the year as a key part of Bega’s celebration of ‘Australians owned, made and loved’ products across its dairy and beverage portfolio in February 2021. With 120 Dairy Farmers’ years of history, the brand was well positioned to sell this type of heritage, largely through high-reach channels in print and outdoor advertising.
Additionally, the team introduced new Dairy Farmers packaging and products. The three campaigns for new products, packaging and communications all nod to the main ‘Here’s to Good’ brand platform.
“This is probably the first time in Dairy Farmers history that the brand has had such a connected main brand campaign and organized communication efforts linked to a larger main brand,” said Sharon Winton, Marketing Director at Bega. , dairy products and drinks. the brand’s focus around families and the idea that we stand for something more than what we sell.
The new TVC ‘beach fantasy’ for classic flavored milk projects women into a beach music scene that breaks with the brash male creativity that Dairy Farmers says is more typical of the category. Created by AJF Partnership, TVC relies on outdoor advertising, TikTok, Tinder, Instagram and Facebook, as well as signs near outlets.
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Unlike much of dairy farmer marketing to moms and families, the new Classic marketing targets 25- to 39-year-olds looking for a mental and physical boost. A sip of a classic milk takes an otherwise bored customer past a checkout line to play the saxophone on a beach, leaning over tropical fashion Carmen Miranda.
Winton reported a 12% increase in the number of new outlets purchasing the product, as well as an 8-9% growth in supermarket sales since the campaign launched in June. This flies in the face of the brand’s overall growth of 3% per year, which she praised “for a brand that has been around for 120 years”.
The Classic line is gaining momentum – and consumers are getting a reminder – from time to time with “limited edition” classics, with recent offerings including white chocolate and salted chocolate. These are typically sold for about six months – unless there is a public outcry for a flavor so popular that dairy farmers have to put it back on the shelves.
Winton said the return to Australian ownership has led to a key focus on celebrating Australian ownership and manufacturing and the quality of local dairy products.
“The past 18 months have taught us that Australians are looking for brands they can trust. They value local and Australian brands and products that are good for them and their families. I wouldn’t say these were new trends, but they were accelerated by the pandemic, ”Winton said.
“What we were seeing made us think that this beautiful Dairy Farmers brand has been linked to the community and nurtures Australian families for so long. It was the perfect time for us to celebrate this across our portfolio.”
The appeal of classic advertising to the individual follows family-oriented advertisements such as the non-flavored or “white” milk advertisement from dairy farmers during the Olympics and “in progress”, which emphasizes people’s generosity. In it, a teenager in search of breakfast finds out that there is only one serving of milk left and makes his hard-working mother a cup of tea instead of using it himself.
“It’s a moment of generosity that brings to life the role that milk can play in households. It has been quite a difficult time for Australians and we continue to see small acts of generosity show through. It’s celebrating the moments that connect us as humans, ”said Winton.
Community and generosity were also at the center of a very successful customer engagement promotion, which ran from April to June. This offered anyone with a history of selfless deeds the chance to win $ 1,000 themselves and an additional $ 1,000 for the charity of their choice. More than 250,000 participants responded to the promotion through a partnership with the metro network of ARN radio as well as through packaging, social and other media and public relations.
The three main product brand campaigns followed a similar investment model, with displays dominating at least 50 percent of spend, OOH and radio around 15 percent each, and digital at around 20 percent. Going forward, Winton said the digital part will increase.
Dairy Farmers plans to continue using the three screens it launched this year. New products are also in the works to follow the recently introduced Heart Active and Bone Active specific health lines. Winton said more sponsorship and community activation, as well as existing partnerships with Ronald McDonald House and Landcare are on the cards, along with promotions on packaging and consumer engagement.
“It had been a long time – many years – since we last spoke across the range. And we can see the momentum now, ”Winton added.
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