Geelong Dairy

How can a family-owned dairy brand overcome intense competition and resonate with buyers when the overall category is declining?

The white milk category has very high levels of competition, very little perceived differentiation between brands (milk is milk, right?), and house brands control of the category with their dominant share of shelf distribution in all major supermarkets at a price point that cannot be beaten.

To add to the woe, the white milk category overall is also under siege from alternative milks and changing consumption behaviour amidst a cost of living crisis.

Brand Tracking & Research

Brand Identity

Marketing Strategy

Campaign Creative

Copywriting

Art Direction

Photography

Performance Marketing

Our strategic approach culminated in an insight-driven creative campaign to drive awareness and sales for Geelong Dairy.

Our brand health tracking and consumer research identified a category governed by consumer-indifference, and a lack of perceived differentiation, brand loyalty or awareness of Geelong Dairy. However, we also identified a parochialism among the Geelong community to support homegrown brands.

The ‘More Geelong Than’ creative concept tapped into the core, nostalgic memories of Geelong locals to reinforce its strong local identity, providing buyers with a reason to support a brand they can call their own.

Deliberately avoiding clichéd imagery such as children drinking milk or cows in paddocks, the campaign showed sun-soaked afternoons on Eastern Beach, cheering on the Cats at Kardinia Park, or catching a flick at ‘Village’. The campaign featuring nostalgic imagery was anchored by a headline that connected these memories to a dairy product with local credentials. The concept was executed across paid and organic digital marketing channels.