Dairy Farmers tell the story behind A2 Goodness milk via AJF GrowthOps

29 June 2020

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The campaign depicts the friendship of a cow and a hen as they roam freely around the farm together.

Lion Dairy & Drinks has launched a new Dairy Farmers campaign created by AJF GrowthOps.

The Dairy Farmers A2 Goodness campaign highlights an important fact that Dairy Farmers A2 Goodness milk comes from Australian farms with pasture raised, free roaming cows.

The campaign depicts the friendship of a cow and a hen as they roam freely around the farm together.

The surprising partners wander freely through lush paddocks and open spaces, popping up when you’re least expecting them.

“We’re excited to bring Dairy Farmers A2 Goodness to the Australian market from milk that is sourced entirely from Australian farms with pasture raised, free roaming cows," Lion Dairy & Drinks marketing and innovation director Darryn Wallace says.

“We know how popular A2 protein milk is, so it’s a natural fit for our iconic Dairy Farmers brand to offer consumers greater choice.”

AJF GrowthOps executive creative director Adam Francis says the team wanted to tell the story behind where the milk comes from.

"Our team was impressed when we found out that Dairy Farmers A2 Goodness came from pasture raised, free roaming cows, and we thought Australian consumers would also appreciate knowing this so we’ve looked to celebrate it in this new campaign," Francis says.

“It made our task pretty simple and fun, giving us the freedom to create an unexpected relationship between a dairy cow and a hen who are free to roam the same wide-open paddocks."

The Dairy Farmers A2 Goodness campaign has launched across Australia and is appearing on TV and online.

Credits
Client: Lion Dairy & Drinks

Agency: AJF GrowthOps
• Executive Creative Director: Adam Francis
• Creative Director: George Freckleton
• Senior Art Director: Ed Carveth
• Senior Copywriter: Brent Liebenberg
• Strategy Director: Jill Cummins
• Group Account Director: Xavier Hogan
• Senior Account Manager: Nina Roslan
• Head of TV Production: Roz Ruwhiu
• Music & Sound: Dave Gaylard (GrowthOps Brisbane)

Production Company: Guilty
• Director: Tony Rogers
• Producer: Jason Byrne
• Line Producer: Victoria Schaw

Director of Photography: Aaron Farrugia

Animal Wrangler: Clint Dodd

Editor: Tim Parrington

Colourist: Martin Greer

Visual effects: Jamie Scott

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