Dairy Farmers launches new ‘Because we’re family’ brand campaign via AJF Partnership

Lion Dairy & Drinks has today launched its new Dairy Farmers campaign, ‘Because we’re family’. Created by AJF Partnership, a GrowthOps business, the campaign celebrates a brand that has been part of Australian communities since 1900.

Says Darryn Wallace, marketing and innovation director, Lion Dairy & Drinks: “The Dairy Farmers brand is synonymous with Australia and is loved by Aussie families and that is why we are so excited to be launching our new ‘Because we’re family’ campaign.

“Many of the dairy farming families who supply the brand today have been there since the beginning – we are proud of our rich Australian history and the special connection we share with so many families.”

Listen to the radio:

Says Adam Francis, executive creative director and partner, AJF: “For more than 120 years Dairy Farmers has been making delicious, wholesome dairy products – from one generation to the next. It’s wonderful to get the opportunity to work with a brand with such a rich history of hard work, family, and a strong connection to the land.”

In parallel with the new campaign, Dairy Farmers White Milk has introduced a new label design, in addition to new products, including: a premium white milk – Dairy Farmers Heritage; a new limited time collaboration between Dairy Farmers Classic and Arnott’s, which sees the limited release of Dairy Farmers Classic Mint Slice and Iced Vovo flavours; and new flavours for Dairy Farmers Thick & Creamy Yoghurt.

The ‘Because we’re family’ campaign launches this week across the Australian eastern seaboard, including large and small format out of home, digital display, retail panels and radio.

Agency: AJF Partnership, a GrowthOps business
Executive Creative Director: Adam Francis
Senior Art Director: Ed Carveth
Senior Copywriter: Brent Liebenberg
Senior Planner: Jill Cummins
Senior Account Director: Xavier Hogan
Account Manager: Tom Bennett
Production: Ilona Phyland
Production Company: Flint
Photography: Andreas Smetana
Client: Lion Dairy & Drinks