Dairy Farmers’ Launches ‘Because We’re Family’ Campaign Via AJF Partnership

Dairy Farmers’ Launches ‘Because We’re Family’ 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.

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

AJF executive creative director and partner, Adam Francis explained: “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.

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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.

Campaign credits:

 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




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