Dairy Farmers launches new ‘Dairy Farmers A2 Goodness’ campaign via AJF GrowthOps


Lion Dairy & Drinks is today launching 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.

Says Darryn Wallace, marketing and innovation director, Lion Dairy & Drinks: “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.

“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.”

Says Adam Francis, executive creative director, AJF GrowthOps: “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.

“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 launched across Australia today and is appearing on TV and online.

Dairy Farmers A2 Goodness Milk is available in 2L Full Cream, Lite, and the first Prebiotic variety. In May, Dairy Farmers also launched a flavoured variety to the market, with Dairy Farmers A2 Goodness Chocolate Flavoured Milk.

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