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.

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.

Only tasting is believing. This was the insight that drove our DAIRY FARMERS THICK AND CREAMY yogurt campaign. Originally, the yogurt was marketed as a creamy country treat made with wholesome ingredients. Busy, urban consumers, who we knew secretly desired the country lifestyle, quickly fell in love with the yogurt that brought the goodness of the country to the city. However, as the trend shifted to low fat products the brand stopped growing and we lost distribution.Consumers who hadn't tried it had a hard time believing that a yogurt named Thick & Creamy could be 98% fat free – but it was. We knew that to grow the brand, people had to taste it to believe it.Our strategy was to memorably bring to life our country credentials by juxtaposing country and city life; and then show our pride in the product by sampling in huge numbers.