We wanted to capture the attention of urban nine-to-fivers, reinforce our all-natural, wholesome brand identity, and spread the 98% fat free message. We achieved all of this by bringing the goodness of the country to the city – literally.We completely covered Melbourne and Sydney’s central train stations in grass, and set up market stalls manned by real farmers handing out tubs of DAIRY FARMERS THICK AND CREAMY yogurt. The shocking juxtaposition elated commuters – everyone was walking a little slower, smiling a little wider, and actually…talking to each other.

Our innovative train station redecorating drew countless journalists who covered the story on television, in newspapers, and online. It was dubbed “the biggest turf job in the southern hemisphere” and captured national attention. As a result of our campaign, we increased total penetration by a staggering 10%, and regained all lost distribution in supermarkets. The campaign doubled the number of people who knew THICK AND CREAMY was 98% fat free, while maintaining our strong country heritage identity. All in all, the risky campaign paid off, successfully reversing the fortune of our brand.