Gippsland Dairy unveils ‘Slow Good’ platform via Special

8 May 2024

Creative Agency: Special Australia
Media Agency: Match & Wood

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Celebrating the deliciousness of patience.

Gippsland Dairy Yogurt is launching a brand platform this week celebrating the unique, time-consuming process by which it is crafted.

Gippsland Dairy head of marketing Andrew Noisette said in a category and industry focused on quick production and lowest cost, Gippsland Dairy has been able to retain its award-winning texture and taste by keeping true to its unique production method.

"We’re thrilled to have unlocked a platform that we feel has all the ingredients to be impactful, memorable and help tell our story," he said.

Special creative director Chris Ellis said in life, slow is typically something we avoid.

"It can be aggravating, stress inducing and, in some cases, downright disastrous. But our good mate, prolific writer and yogurt fiend, Voltaire said, ‘Perfection is gained by slow degrees; it requires the hand of time.’ He was onto something. Slow can be good," Ellis said.

Leading with a series of films directed by Tim Bullock and voiced by Tiriel Mora, the campaign features acutely ‘slow bad’ life experiences — from a long goodbye to disembarking a plane — contrasted with the inappropriately blissful enjoyment of Gippsland ‘Slow Good’ yogurt.

Special ECD Ryan Fitzgerald said long press releases are slow bad.

"So in short, slow is what makes Gippsland Dairy. We’ve captured this truth with a piece of sticky language that speaks to craft and taste. It’s a fun platform that will deliver chuckles and yogurt cravings for some time to come," he said.

The campaign continues across radio, Spotify, social, outdoor, digital and point-of-purchase.



Client: Chobani Australia

Head of Marketing: Andrew Noisette

Senior Brand Manager: Alex Bulgin


Creative Agency: Special Australia

Partner/CEO: Lindsey Evans

Partners/CCO: Julian Schreiber & Tom Martin

Partner/CSO: Bec Stambanis

Executive Creative Director: Ryan Fitzgerald

Head of Strategy: Nathan Rogers

Strategist: Ollie Immurs

Team Lead: Georgia Newton

Business Director: Atlanta Wooley

Business Manager: Kiran Arunasalam

Creative Directors/creatives: Chris Ellis, Chris Andrews

Creatives: Sarah Ristevski, Edwin Concubierta, Ekin Gunes, Henry Kember, Alexandra Antoniou

Head of FIlm + Content: Sophie Simmons

Senior Producers: Glen Mcleod, Charlotte Wren

Design Director: Dan Jones


Production Company: Scoundrel

Director: Tim Bullock

Executive Producer: Adrian Shapiro

Executive Producer: Kate Gooden

Producer: Tessa Simpson

Production Manager: Kate Rule

DOP: Jeremy Rouse

1st AD: David Letham

Art Director: Jeremy Fuller

Costume Designer: Laura Bracken

Food Stylist: Theresa Statsny

Offline Editor: Adam Wills

Online: White Chocolate


Sound: Rumble

Senior Producer: Bec Ivanov

Senior Sound Designer: Liam Annert

Composition: MADBS Composing Palace


Media Agency: Match & Wood

Head of Client Services: Anna Camuglia

Senior Communications Manager: Nicole Manton

Communications Manager: Cassandra Deegan

Media Coordinator: Ashley Hill

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