Browny interrupts family breakfast in new Dairy Australia campaign

Dairy Australia has launched its latest campaign via Elmwood, fronted by ex-AFL player Jonathon ‘Browny’ Brown.

The campaign is a continuation of the “Buy. Support. Enjoy Aussie Dairy” brand platform, centred on the “Enjoy” phase.

The 30-second spot sees Brown popping into various places where dairy products are used, such as at a family breakfast, brunch with friends, protein shakes at the gym, and baking. It ends with Brown stating: “So if dairy matters to you, choose Aussie dairy”.

Paul Greskie, creative director at Elmwood, said: “Having a much-loved and down-to-earth character like Browny as our front man made delivering that message easy – whether it was about explaining how ‘multi-talented’ dairy can help you get enough protein (from a nourishing shake) to build big biceps, or provide you with a sweet distraction (in the form of a bowl of ice-cream) to move on from a mistake or emotional heartbreak.”

Glenys Zucco, marketing strategy manager at Dairy Australia, added: “We tapped into the growing sense of self-resilience and localism by showing the ripple effect that buying dairy made here has on local communities, economies and livelihoods.

“It’s all about educating Australians on the importance of getting enough dairy – and celebrating the many tasty ways to do it.”

The campaign will be on TV, radio, podcasts, digital, and social media from now until April 2022.

Last year, in May 2020, Elmwood created the “Here for You” campaign for Dairy Australia.

It comes a week after it was announced that Elmwood’s parent company had completed its management buyout.

Dairy Australia appointed Haystac to its PR account in March this year.

Credits:

Client: Dairy Australia
Marketing Strategy Manager: Glenys Zucco
Campaign Manager: Kate Wheatley
Creative Agency: Elmwood
Managing Partner: Rick McEvoy
Creative Director: Paul Greskie
Senior Designer: Matt Symons
Mid-weight Designer: Jasmine Tsan
Designer: Charlotte Hicks
Senior Account Director: Gemma Tedford, Emily Bobir
Account Manager: Kayla Streatfeild
Copywriter: Sanna Lory, Phon Vongdara
Senior Production Artist: Rob Jeary and Simon Mariani
Production company: Airbag
Director: Will Horne
Producer: Selin Yaman
DOP: Simon Walsh
Edit house: Arc Edit
Stills photography: James Geer
Media agency: Hatched Media
PR agency: Haystac

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Anna Macdonald

Anna Macdonald was a Mumbrella journalist, covering news, creative, ad standards and campaigns. She left Mumbrella in April 2022.

topics Dairy Australia Elmwood Glenys Zucco Jonathon 'Browny' Brown Jonathon Brown Paul Greskie

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