Projects

‘Ky Goodness’ Campaign

Kyvalley Farms is among the three domestic brands under Kyvalley Dairy Group — one of Australia’s largest family-owned businesses in the dairy sector. Their brands have established a strong presence across regional Victoria, including in Geelong, where the successful partnership with Ivy Street began. Turning our attention to another brand in their portfolio, IvyStreet was briefed to elevate Kyvalley Farms’ presence in Melbourne’s metropolitan market.

Client

Kyvalley Dairy

Industry

Food & Beverage

OVERVIEW

Kyvalley Farms is proudly Australian-owned and deeply rooted in its hometown — affectionately known as ‘Ky’. The brand name is more than just a label; it’s a tribute to the group’s heritage in the heart of the Goulburn Valley.

This central idea is playfully brought to life through expressions like “Mil-ky Goodness,” “Snac-ky Goodness,” and “Chee-ky Goodness.” Celebrating everyday moments reimagined in unexpected ways, five brand characters were developed to align with this language — including a snobby home barista, a groovin’ granny, and a teenage sensation. The flexible concept introduced a sense of fun and extended the brand aesthetic beyond the corporate palette.

The call to action, “Add some Kyvalley Goodness to your life,” brings together brand awareness and distinctive visual themes in a compelling creative campaign — one designed to stand out by steering away from dairy industry clichés.

SERVICES

Marketing Strategy

Campaign Creative

Copywriting

Performance Marketing

CHALLENGE

Our key challenge for this campaign was to strike a balance between promoting a high-quality dairy product and establishing a distinct,  memorable presence in the market — one that stops the scroll.

Launched within the constraints of the remaining financial year’s budget, the campaign followed a phased approach. Three brand characters led the rollout, supported by a mix of static images, MP4 videos, carousel posts, and GIFs. This strategy enabled us to test performance across both creative concepts and ad formats.

OUTCOME

From April through September, the campaign consistently delivered over 400,000 impressions and more than one million in reach each month, even while operating on a smaller-scale budget.

Our data-driven approach revealed which brand characters resonated most strongly with audiences, segmented by gender and age demographics. These insights are informing strategic decisions on which creative streams to scale or pause as we continue to optimise campaign performance.

The “Silky Goodness” creative quickly emerged as the top performer across all ad sets within the first month of the campaign going live. Over the campaign’s lifetime, we recorded 180,927 total engagements, including comments, likes, clicks, and shares. With performance metrics strengthening month-on-month. This consistent upward trend highlights increasing audience resonance, sustained market appeal, and the overall effectiveness of our creative and optimisation strategy.