Case History Database

In 2011, Australia’s supermarket duopoly created the ‘milk wars,’ using their whopping 70% market share to turn milk into a “loss leader,” luring customers with milk at $1 per litre, Today, Australian dairy farmers are still feeling the lasting damage. Own brand milk dominates the market and is treated as a commodity, with Australians expecting cheap milk. To survive Norco knew it had to recruit the next generation of Norco drinkers. This case uses gamification to engage and reinforce Norco’s welfare message in the Cow’s Play Campaign - a category-first use of tech and augmented reality that literally brought Norco cows into the homes of urban city kids.

Lillian Sor	Author / Chief Strategy Officer	CHEP Network
Katie Peacock	Author / Executive Strategy Director	CHEP Network
Catherine Mellon	Author / Executive Strategy Director	CHEP Network
Christine Gannon	Managing Partner	CHEP Network
Alex Pavlos	Account Director	CHEP Network
Phil Shearer	Executive Creative Director	CHEP Network
Cass Jam	Creative	CHEP Network
Fee Millist	Creative	CHEP Network
Grace Lemech	Creative	CHEP Network
Torika Taylor	Creative	CHEP Network
Christian Hewitt	National Head of Design	CHEP Network
Sonia Coughlan	Designer	CHEP Network
Ika Jumali	Designer	CHEP Network
Anna Forsyth	Designer	CHEP Network
Ollie Ritchie	Director	CHEP Network
Lizzie Dingle	Producer	CHEP Network
Morten Furre	Editor	CHEP Network
Charlotte Bruton	Head of Innovation Strategy	CHEP Network
Cliff Chiang	Director of Engineering	CHEP Network
Adnan Lalani	Experience Design Director	CHEP Network
Zarni Ni	UX Designer	CHEP Network
Beth Dudedy	UX Designer	CHEP Network
Sebastien Donnadieu	Tech Project Manager	CHEP Network
Alissa Moes	Head of Marketing	Norco
Yasmin Kon	Brand Manager	Norco
Libby Bradley	Assistant Brand Manager	Norco