Gippsland Dairy celebrates the deliciousness of patience with ‘Slow Good’ platform via Special
Gippsland Dairy Yogurt is launching a new brand platform this week via Special, which celebrates the unique, time-consuming process by which it is crafted.
Says Andrew Noisette, head of marketing, Gippsland Dairy: “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.”
Says Chris Ellis, creative director at Special: “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.”
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.
Adds Ryan Fitzgerald, executive creative director, Special: “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.”
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
29 Comments
Lots of em on this job
Why do these have people from the 21st century in scenes from the 1970s? Is that part of the idea? Am I just a bit slow?
Boring someone into buying your product is not a winning strategy.
Love the single-mindedness.
Exactly, let alone an award winning strategy
Simple very campaignable idea something you don’t see that often.
Some executions work better than others.
I love the Gippsland stuff, but…..surely the thickness of yoghurt is about superior taste and texture (reason to buy it), not how many days it took to thicken (not a reason to buy it)? Seems awfully convoluted.
Very enjoyable advertising. Well done guys.
Nice line. Agree with Andy, some work better than others.
Slow good is great. Why the need for the bad or boring?
clever line. a few spots are funny. but what does it all mean? what is slow yogurt…surely that’s the point for consumers.
Like the slow ketchup-winning work in DA&D 15 years ago?
This yoghurt is bloody delicious and more addictive than crack. Just say that.
If you think this work is anywhere near the slow pour Heinz work then you are very misguided my friend.
Draws me into each spot with well executed humour, then relays a unique product proof point without making me want to barf.
What more could you want? Well done all involved – love these.
C’mon you MUST work for the agency.
Boring as fuck and nothing to hold onto Waste of money
Seismic shift in the standard of work coming out of this agency.Why?
Tireal is always a great VO
No-yes, bad-good. House style?
Tell me a better yoghurt ad you’ve seen recently. This is pretty good for a very hard category and better than 90% of terrible stuff on TV.
That seems like a bit of a cop out. The lame-ness of the category shouldn’t dull the ambition. Oatly do fun stuff in dairy. Water was boring until Liquid Death came along. Aldi are a breath of fresh air in the supermarket category.
What is it with dairy brands and the word “good”? So vague, so generic, so lazy
I work for an agency, but not this one. How can you not like these? They’re fun, simple and well crafted.
Also remember the campaign brief mantra, if you don’t have something nice to say, don’t say anything at all.
Slow good is catchy! they should’ve made more of it. overall not bad for a yoghurt ad. just a missed opportunity
Man…. this just straight up is not good. Feels like there are a lot of misfires for Special recently, which is massively out of character. Wonder what’s going on over there
Incredibly boring, and slow…
How else do you imply healthiness? Not easy.
Fool’s gold