Bega Group takes Dairy Farmers creative account to pitch
Bega Group has taken its Dairy Farmers creative account to pitch, Mumbrella can reveal.
The incumbent, AJF Partnership, held the account for over five years.
A Bega spokesperson confirmed the pitch to Mumbrella: “We have just commenced the pitching process and will be available to chat through this in the coming months.”
Mumbrella has also contacted AJF Partnership for comment.
In September last year, Dairy Farmers launched a new masterbrand platform via its creative agency partner, highlighting the presence of its products in everyday life – from the humble cup of tea shared with a friend, to a chocolate milkshake on a road trip.
Bega Group’s executive general manager, beverages, Darryn Wallace, described the new masterbrand as a clear way of showing how Dairy Farmers “continues to show up in the lives of all Australians – young or old”.
AJF Partnership’s ECD, Scott Walker, said at the time: “The work celebrates the moments in life that seem small at the time but shape our memories, and we hold as special. No matter what kind of day you’re having it’s always made just that little bit better with a sip, dash, dollop or smothering of Dairy Farmers.”
Prior to that, the last major campaign from Dairy Farmers was launched in July 2021, also by AJF Partnership, following Bega’s acquisition of the brand in January of the same year.
In 2019, whilst the brand was still under the Lion Dairy and Drinks portfolio, AJF Partnership dropped a campaign highlighting its family heritage, with a tagline, ‘Because We’re Family’. The campaign coincided with the launch of Dairy Farmers Heritage Milk and a new label for its white milk.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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