AJF has launched the first major campaign in seven years for Dairy Farmers Classic chocolate milk.
The campaign dramatises the classically smooth and creamy characteristics of the iconic chocolate milk in a category that often features brash, masculine creative.
From the first taste, the drinker is transported from a grocery checkout queue to a beach fantasy, complete with a saxophone solo playing the smoothest of tunes, and ending with the tagline ‘Classically Smooth’.
Bega Dairy & Drinks marketing director Sharon Winton said: “This unique, modern and engaging creative dramatises just how smooth Classic is. Through our new TVC and activity across out of home, TikTok, Tinder, Instragram and Facebook, we’ll be bringing Classic’s smooth characteristic to consumers.
“In 2020, we launched a new Dairy Farmers brand platform, ‘Here’s to Good’. This is the first execution for Dairy Farmers Classic under that masterbrand platform.”
AJF client partner Xavier Hogan said: “It was great to partner with Bega to develop a new campaign platform for such an iconic Australian brand. Starting with a simple product truth and bringing it to life in such a fun, musical way was a real pleasure.”
The campaign launches this week and will run nationally throughout the year on TV, online, social, out of home and in-store.
Campaign credits
Client: Bega Dairy & Drinks
Agency: AJF
- executive creative director: Adam Francis
- creative director: George Freckleton
- senior copywriter: Melanie Stevens
- strategy director: Jill Cummins
- group account director: Xavier Hogan
- senior account manager: Bonnie Olsson
- head of broadcast & content: Roz Ruwhiu
Production company: Guilty
- executive producer: Jason Byrne
- director – Edwin McGill
- editor – Billy Browne
- colour Grade – Tim Egan
- online VFX – Jamie Scott
Sound: Khemistry
- sound engineer: Dave Gaylard
