The Works Unveils Stevie MooQueen For Organic Yogurt Brand Five:am

The Works Unveils Stevie MooQueen For Organic Yogurt Brand Five:am

Meet Stevie MooQueen, the jealous star of organic yoghurt five:am’s first major ad campaign in over three years via The Works, part of Capgemini.

Launching this week across TV, outdoor, digital and social, the hilarious series of 15 and 30 second ads depict Stevie attempting to escape her conventional farm for the lush, green grass of the organic farm next door.

In the first episode, which debuts today, Stevie MooQueen and her two best friends steal a tractor to attempt to jump over the boundary fence in a spoof of Steve McQueen’s thwarted bid for freedom in The 1963 classic The Great Escape. Her envy across the fence shows the disparate differences between organic farming vs conventional dairy farms.

Studies have shown that organic farming uses 45 per cent less energy, 20 per cent less water and releases 40 per cent fewer carbon emissions. Not only that, but organic cows are happier and produce healthier milk with higher levels of omega-3 fatty acids.

five:am CEO Matt Stanton said: “Demand for organic yoghurt is increasing every year because it’s tastier and better for you, but not enough people know that organic farms are better for the planet, the cows and the farmers. It’s an easy way for us to cut our carbon emissions”. Stanton continues: “Stevie MooQueen can see for herself how great organic farms are, so she’ll do anything to escape to one. She’s Australia’s bravest and most heroic cow!”

The Works creative partner Iggy Rodriguez said: “Stevie is the kind of character everyone roots for. Ambitious and a little misguided. Her jealousy sparks a lifelong ambition to get over to the five:am organic side, which always ends in defeat. This sets up the premise for a long running campaign of adventures that will be both funny and touching!” Rodriguez continues: “It was a fun campaign to work on and I think we’ve found a way to make consumers think about the choices they’re making when faced with the many options in the dairy aisle.”

five:am is Australia’s biggest-selling organic yoghurt brand and is sold in Woolworths, Coles, IGA and hundreds of independent stores, and has overhauled its packaging for the first time as it seeks to tempt more consumers to switch to organic.


Client: five:am
CEO: Matt Stanton
General manager, marketing: Richard Thayne

Brand manager: Alana Wall

Agency: The Works
Creative partner: Iggy Rodriguez

Art director: Nathan Moore

Copywriter: Jermaine Rowe

Strategist: Cate Mathers

Creative project lead: Christine Lyall

Head of production: Katie Harper

Production company: Yukfoo

Director: Alex Dron
Co Director: Alan Dickson

Producer: Amy Neave

Sound: Squeak E. Clean Media: Slingshot

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