A NATURAL SILENCE
BROWNES DAIRY YOGHURT
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We celebrated that moment of natural silence created for mums by the new yoghurt range at Brownes.
CHALLENGE
Brownes yoghurt had slipped to 5th in the category and was at risk of being removed from their product line. The pack and formula had been overhauled – now communication had to reignite love for this iconic Western Australian brand of yoghurt.
INSIGHT
The mums at worked at Brownes led the reformulation of their yoghurt range to create a product they would be proud to feed their own kids, and that their kids would love to dig into. So they created a range of yoghurts that were as yummy as they were natural.
IDEA
We celebrated the ultimate benefit of this new product; "A Natural Silence" for all mums.All kids in the campaign were the children of mothers that developed the yoghurt at Brownes.
"MAURICE" - 60s TVC
"LUKAH" - 45s TVC
THE RESULTS
Aside from elevating the brand awareness and challenging it's corporate perception, the campaign took Brownes from 5th in the Australian yoghurt category to a solid 2nd in only 12 weeks. The effectiveness of the campaign has been recognised around the world picking up metal at the International Food & Beverage Awards in London and currently has 2 finalist positions at the Effies.
