Full-service agency Spinach has launched a campaign for Jalna Farm to Pot Organic Yoghurt shot in Victoria just before Stage 4 lockdown.
Made by a third-generation Australian dairy farming family, with milk sourced from certified organic dairy farms, Jalna Farm to Pot Organic Yoghurt is now available in Coles and local independent supermarkets Australia wide.
Featuring a dairy farming family at the breakfast table with a couple of cheeky kids trying to outdo each other for the Jalna yoghurt, the latest instalment of the ‘if only everything was so pure’ campaign was scheduled for production in late July. The Spinach team was forced to expedite the shoot before the current Melbourne COVID restrictions were enforced.
Jalna category development manager Lachy McLaren said: “Today, Australian sourced products made by 100% Australian owned businesses are more important than ever. There has been a huge increase in demand for pure organic foods, and as a family dairy farm that has been employing biodynamic farming principles for more than 20 years, Jalna is unique.
“This campaign does a great job of highlighting the provenance our yoghurt and builds on the much-loved personality we established in our previous brand campaign which Spinach also created.”
In addition to producing the creative, Spinach executed the strategic media alignment for the campaign which premiered this week across free-to-air TV. The campaign includes 30 and 15 second TV commercials, program sponsorship and placement, and an extensive social and digital media presence.
Spinach co-founder and executive creative director Frank Morabito said: “The creative task, and of course, production was tricky to pull off, particularly as the lockdown loomed. We had to communicate an organic dairy message, 100 per cent Australian owned credentials, remain faithful to our previous brand work and do it in a way that allowed us to plan, cast, shoot, edit and mix in an extremely uncertain environment.
“If necessity is indeed the mother of invention, I’m thrilled with the work and extremely proud of the amazing efforts of all involved.”
Client: Jalna Yoghurt
Creative Agency: Spinach
Media Agency: Spinach
Client Category Development Manager: Lachy McLaren
Agency Creatives: Jacqui Paterson, Justin Groves, Frank Morabito
Production Company: Fiction Film Company
Director: Jake Robb
Producer: Jackie Fish
Agency Producer: Beaver
DOP: Matt Wood
Editor: Craig Tonkin
Food stylist: Amanda Luck
Photographer: Craig Moodie
Video Streaming: The Streaming Guys
Grading: C.J. Dobson
Music and Sound Design: Production Alley.
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