Effies
Australia
Don’t lie to your Mum: How honesty turned the tide for Brownes Yoghurt
Agency
Meerkats Brand Leadership Company
Client
Brownes Dairy
Awards
Silver
Best State Campaign
Case Study
Summary
Having once been category number 2, by mid 2015 Brownes Dairy’s yoghurt range was in danger of being delisted. Brownes reached into the truth of the product and heart of the brand to ask an audience incapable of bullshit to give the product another go. It worked. Mums saw the advertising, believed the promise of all natural yumminess, tried it and made Brownes their regular brand. Brownes reversed an annualised decline of -16.4% to create quarterly growth of +30.4% during the campaign period, taking them from number 5 in the category back to number 2, six months sooner than scheduled.
Case study
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Credits
| CEO | Gavin Bain | ||||||||
| Head of Strategy / Author | Melanie Wiese | ||||||||
| Creative Director | Dan Bradley | ||||||||
| Deputy Creative Director/Copywriter | Paul Coughlan | ||||||||
| Brand Leader | Lisa Hayman | ||||||||
| Senior Art Director | Caitlin Maloney | ||||||||
| Senior Producer | Nicole Beer | ||||||||
| Marketing Director | Natalie Sarich-Dayton | Brownes Dairy | |||||||
| Marketing Manager | Siobhain Burn | Brownes Dairy | |||||||
| Marketing Manager | Ivana Pereza | Brownes Dairy |