‘Because we’re family’: Dairy Farmers launches new campaign

Lion Dairy and Drinks has released a new campaign for Dairy Farmers, coinciding with the launch of the new Dairy Farmers Heritage Milk range and a new label for its white milk.

The new campaign by AJF Partnership, highlights the family heritage of the brand with the tagline ‘because we’re family’.

Dairy Farmers’ new campaign coincides with the launch of its Dairy Farmers Heritage Milk range

The new campaign will consist of radio spots, digital, out of home and retail.

The 30 second radio spot features a dairy farmer talking about how he has taken over the family business from his father.

Lion Dairy & Drinks marketing and innovation director, Darryn Wallace, said in a statement: “The Dairy Farmers brand is synonymous with Australia and is loved by Aussie families and that is why we are so excited to be launching our new ‘Because we’re family’ campaign.

“Many of the dairy farming families who supply the brand today have been there since the beginning – we are proud of our rich Australian history and the special connection we share with so many families.”

AJF executive creative director and partner, Adam Francis, stated: “For more than 120 years Dairy Farmers has been making delicious, wholesome dairy products – from one generation to the next. It’s wonderful to get the opportunity to work with a brand with such a rich history of hard work, family, and a strong connection to the land.”


Agency: AJF Partnership
Executive Creative Director: Adam Francis
Senior Art Director: Ed Carveth
Senior Copywriter: Brent Liebenberg
Senior Planner: Jill Cummins
Senior Account Director: Xavier Hogan
Account Manager: Tom Bennett
Production: Ilona Phyland
Production Company: Flint
Photography: Andreas Smetana
Client: Lion Dairy & Drinks


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