Dairy Farmers shows why its chocolate milk is 'classically smooth' via AJF

2 June 2021

Creative Agency: AJF Partnership

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From the first taste, the drinker is transported from a grocery checkout queue to a beach fantasy.

AJF’s latest campaign for Dairy Farmers Classic dramatises the classically smooth and creamy characteristics of Dairy Farmers Classic chocolate milk.

In a category that often features brash, masculine creative, Dairy Farmers Classic sets itself apart as the smoother alternative to other flavoured milks.

From the first taste, the drinker is transported from a grocery checkout queue to a beach fantasy.

The first major campaign in seven years for Dairy Farmers Classic chocolate milk, the fantasy is made complete with a saxophone solo playing the smoothest of tunes.

Bega Dairy & Drinks marketing director Sharon Winton says: “This unique, modern and engaging creative dramatises just how smooth Classic is.

"Through our new TVC and activity across Out of Home, TikTok, Tinder, Instragram and Facebook, we'll be bringing Classic's smooth characteristic to consumers.

“In 2020 we launched a new Dairy Farmers brand platform, ‘Here's to Good’. This is the first execution for Dairy Farmers Classic under that masterbrand platform.”

AJF Client Partner, Xavier Hogan says, “It was great to partner with Bega to develop a new campaign platform for such an iconic Australian brand.

"Starting with a simple product truth and bringing it to life in such a fun, musical way was a real pleasure.”

The campaign launches this week and will run nationally, throughout the year on TV, online, social, out of home and in-store.

Client: Bega Dairy & Drinks
Agency: AJF
Executive Creative Director: Adam Francis
Creative Director: George Freckleton
Senior Copywriter: Melanie Stevens
Strategy Director: Jill Cummins
Group Account Director: Xavier Hogan
Senior Account Manager: Bonnie Olsson
Head of Broadcast & Content: Roz Ruwhiu
Production Company: Guilty
Executive Producer: Jason Byrne
Director – Edwin McGill
Editor – Billy Browne
Colour Grade – Tim Egan
Online VFX – Jamie Scott
Sound: Khemistry
Sound Engineer: Dave Gaylard

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