You shouldn’t take what isn’t yours. But that’s easier said than done when it comes to the irresistible taste of Gippsland Dairy Yogurt. People will gladly compromise their conscience for a spoonful.
That’s the undeniable human truth behind the brand’s ‘The Taste Made Me Do It’ platform and campaign launched this week via Cummins&Partners.
Led by a cheeky launch commercial, directed by Tim Bullock of Scoundrel and set to Chicago’s iconic ballad ‘Hard to Say I’m Sorry’, the campaign demonstrates the temptation of Gippsland Dairy Yogurt.
Gippsland Dairy general manager for marketing Damian Young said: “Our most passionate fans often take to our Facebook page to share stories of just how far they’ll go to get their hands on Gippsland Dairy Yogurt.
“We’re thrilled with how Cummins&Partners have developed a campaign to tempt people to try Gippsland Dairy for the first time and be amazed at how great a yogurt can taste.“
Cummins&Partners creative director Chris Ellis said: “Everyone likes to think of themselves as a good person. But sometimes life throws us temptations that can cause our moral compass to lose its bearings. For yogurt lovers, that temptation is Gippsland Dairy.
“Show them a tub and they’ll gladly dispense with all courtesy. After witnessing their dilemmas give way to creamy abandon, Aussies young and old will be left with no doubt that this is some damn delicious yogurt.”
In addition to creative duties, Cummins&Partners handled media strategy and buying. ‘The Taste Made Me Do It’ integrated campaign will be brought to consumers across a strategic partnership with Seven, radio, digital, social and supermarket OOH over the next several months.
Creative Agency: Cummins&Partners, Melbourne
Media Planning & Buying: Cummins&Partners, Melbourne
Client: Gippsland Dairy
Production Company: Scoundrel
Post Production: The Butchery/The Refinery