Gippsland Dairy is asking people to give into its irresistible taste

30 April 2019

Creative Agency: Cummins&Partners

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The platform and campaign, created by Cummin&Partners, launched via a cheeky commercial directed by Tim Bullock of Scoundrel and set to Chicago's iconic ballad 'Hard to Say I'm Sorry'.

Gippsland Dairy's campaign 'The Taste Made Me Do It' plays on the the undeniable human truth that people will gladly compromise their conscience for a spoonful of its yogurt.

The platform and campaign, created by Cummin&Partners, launched via a cheeky commercial directed by Tim Bullock of Scoundrel and set to Chicago's ballad 'Hard to Say I'm Sorry'.

Gippsland Dairy general marketing manager Damian Young says the brand already sees a number of "passionate" customers take to its Facebook to share their stories on the lengths they will go "to get their hands on Gippsland Dairy Yogurt".

"We’re thrilled with how Cummins&Partners have developed a campaign to tempt people to try Gippsland Dairy for the first time and be amazed at how great a yogurt can taste," Young says.

Cummins&Partners creative director Chris Ellis says the creative sprung from the notion of "temptation".

"Everyone likes to think of themselves as a good person. But sometimes life throws us temptations that can cause our moral compass to lose its bearings," Ellis says.

"For yogurt lovers, that temptation is Gippsland Dairy. Show them a tub and they’ll gladly dispense with all courtesy. After witnessing their dilemmas give way to creamy abandon, Aussies young and old will be left with no doubt that this is some damn delicious yogurt.”

In addition to handling the brand's creative, the agency was also tasked with its media strategy and buying for the campaign.

'The Taste Made Me Do It' integrated campaign will be pushed out across a strategic partnership with Seven, radio, digital, social and supermarket OOH over the next several months.

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