Devondale puts farmers at the heart of advertising

By AdNews | 12 August 2013
 

Devondale has launched an emotive television brand campaign aiming to highlight the dedication of its dairy farmers, which it said were "critical" to "its brand DNA".

The spot, called 'Morning Strangers', profiles the early morning work of its dairy farmers. It features poetic prose from local actor Robert Grubb who dubs them "strangers of the morning, whose lives around daybreak are built". They make "magic no factory can produce", according to the ad. It was shot on Devondale properties across the country.

The campaign has been created by DDB Melbourne and follows the brand's irreverent ads for its Dairy Soft and Fast Start product ranges.

Devondale general manager of innovations, marketing and special projects, Suzanne Douglas, said: "There's a very human side to the Devondale brand, and that is our incredible farming families. This campaign aims to shine a light on this critical part of our brand DNA.

"The intention is that it gives all Australians an insight into the passion and dedication of our dairy farmers and their families, and as a result of this we are able to produce a wonderful range of Devondale products."

DDB executive creative director Darren Spiller said: "We tend to take dairy for granted. The reality is that these products only make it to our shelves because of the dedication of dairy farmers and their families. Hopefully this campaign does their hard work justice."

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