Dairy Farmers launches new ‘Here’s to good’ campaign via AJF GrowthOps

28 May 2020

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The campaign heroes Australian dairy farming families.

Lion Dairy & Drinks new Dairy Farmers ‘Here’s to good’ campaign, created by AJF GrowthOps, highlights the good in dairy by championing its farmers.

Shot amongst the beautiful rolling hills of three dairy farms in NSW and Queensland, the campaign heroes their Australian dairy farming families that supply the great quality milk that goes into Dairy Farmers’ products.

Lion Dairy & Drinks marketing and innovation director Darryn Wallace says the ‘Here’s to good’ campaign as the next stage of the Dairy Farmers brand campaign, which follows an admirable history of producing products that have been nourishing Australians since 1900.

“From the dairy to our family fridge, our latest Dairy Farmers campaign captures the generations of care and sense of belonging that have gone into this iconic Australian brand to ensure it’s strong and healthy for generations to come,” Wallace says.

AJF GrowthOps executive creative director Adam Francis says, “It's easy to associate dairy farmers with early mornings and short holidays but the real story is deeper than this – so we’ve given a voice to the farming families of Dairy Farmers.

“Through interviews held across NSW and Queensland, we have showcased the dairy farmers’ stories hearing directly from them about the communities they support, their generations of care, and even the names they give the cows on their dairies."

Over the last two years, Dairy Farmers completed a strategic review that resulted in significant changes to the brand, including exciting new products, a unified visual identity, and a new brand partnership with St Kilda Football Club.

The ‘Here’s to good’ campaign is appearing in out of home and digital displays across Australia, in addition to digital placements on Facebook and Instagram.

Client: Lion Dairy & Drinks

Agency: AJF GrowthOps
• Executive Creative Director: Adam Francis
• Senior Art Director: Ed Carveth
• Senior Copywriter: Brent Liebenberg
• Senior Copywriter: John Bryant
• Strategy Director: Jill Cummins
• Group Account Director: Xavier Hogan
• Senior Account Manager: Nina Roslan
• Account Manager: Megan Hicks
• Production: Ilona Phyland

Production Company: First Floor Films

Photography: Andreas Smetana

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