Dairy Farmers invites Aussies to ‘Start with Oomph’ in new brand campaign via The Royals
The Royals has launched its first masterbrand campaign for Bega Group’s flagship brand, Dairy Farmers, since being appointed earlier this year.
The campaign idea is based on one little, unmissable and delicious word that captures the essence of what Dairy Farmers brings to Australians everyday – OOMPH. Whether it’s that get-me-going latte, first delicious sip of Classic chocolate milk or spoon full of Thick and Creamy yoghurt – when you put the good of Dairy Farmers in, you Start with Oomph.
The work answers the marketing challenge that dairy is a daily but largely invisible essential, with consumers caring little about which brand they choose.
In response, The Royals have designed a campaign that positions Dairy Farmers as a pillar of strength in the community – from the brand’s nutritious dairy products to their dedicated farmers – strength that manifests not just on the outside, but on the inside too.
Featuring a surfing cow on a 40ft longboard, together with a lineup of dairy lovers getting their daily dash, dollop, splosh, sip and spoonful of Dairy Farmers, the campaign captures the spirit of Australia through one of the country’s most loved brands.
The integrated master brand campaign will feature across TV, OOH, social and digital display, right through to retail media, POS, PR and brand sponsorships.
“When you put the good of Dairy Farmers in, you get Oomph out.”
Matt Gray, general manager, marketing and innovation, Bega Group: “For 125-years, Dairy Farmers has been Australia’s trusted source of nourishing, fresh dairy. The Start with Oomph campaign harnesses the spirit of Australia and is a major step forward in unlocking the latent potential of this much loved brand.”
Says Stephen O’Farrell, managing partner at The Royals: “The team at Bega Group have proven to be fantastic collaborators in using the power of creativity to drive business growth… and what better way to do this than a surfing cow?! We’ve had a blast working together to bring a fresh wave of energy – and Oomph – to Dairy Farmers.”
Says Marcus Morris, client service director, at Starcom Australia: “It’s wonderful to be part of the relaunch of Dairy Farmers – one of the most iconic brands in the Australian landscape, living in the hearts, minds and fridges of people across the country. Our ambition was to craft a media plan that launches with scale and impact, bringing the fantastic creative The Royals have developed to life and effectively capturing and holding attention to drive positive sentiment. This campaign is testament to what can be achieved by enthusiastic and intelligent clients and a truly collaborative agency village.”
Client: Dairy Farmers
Creative Agency: The Royals
Media Partner: Starcom Australia
Production Company: Revolver
Director: Matt Devine
Managing Director / Co-owner: Michael Ritchi
Executive PRoducer / Partner: Pip Smart
Executive Producer: Anna Mannix
Producer: Caroline Kruck
Facilitating Producer: Carson Ng
DOP: Jordon Maddocks
Offline edit: Dan Lee @ Arc
Post Production & VFX: Heckler
ECD: Jamie Watson
Executive Producer: Dave Kelly
Head of VFX: Tom Corbett
Flame Online: Julian Ford
3D Artists: Dusan Marjanovic, Piotr Stopniak, Rachael Tedesco, Phillip Wang, Andy Yang, Nick Lines, Kate Knott
Compositor: Ran Xie
Colourist: Fergus Rotherham
IO & Edit assists: Daniel Page, Liam McConville
Sound & Music: Rumble Studios
Sound Designer: Tone Aston
Composer: Jeremy Richmond
Sound & Music Producer: Michael Gie