Chocolate milk drinker transported to beach party via AJF

Bega Dairy & Drinks’ Dairy Farmers Classic chocolate milk brand has launched its first major campaign in seven years via AJF. The brand was previously part of Lion Dairy & Drinks.

The campaign highlights Dairy Farmers Classic as the classically smooth option, based on the brand platform “Here’s to Good”.

In the 30 second TVC, a woman in a supermarket checkout line drinks a chocolate milk. When she drinks it, she is transported to a beach, playing a  saxophone and conga dancing with other people from the supermarket. . The spot ends with the tagline: “Classically Smooth”.

Sharon Winton, marketing director at Bega Dairy & Drinks, said: “This unique, modern and engaging creative dramatises just how smooth Classic is. Through our new TVC and activity across Out of Home, TikTok, Tinder, Instragram and Facebook, we’ll be bringing Classic’s smooth characteristic to consumers.

“In 2020 we launched a new Dairy Farmers brand platform, ‘Here’s to Good’. This is the first execution for Dairy Farmers Classic under that masterbrand platform.”

Xavier Hogan, client partner at AJF, said: “It was great to partner with Bega to develop a new campaign platform for such an iconic Australian brand. Starting with a simple product truth and bringing it to life in such a fun, musical way was a real pleasure.”

The campaign launches this week, and will be on TV, online, social, Out-Of-Home, and in-store.

AJF’s other recent campaigns include work for Specsavers, Yoplait, and the controversial Officeworks campaign.

Lion Dairy & Drinks was acquired by Bega Cheese in November 2020 and renamed Bega Dairy & Drinks.


Client: Bega Dairy & Drinks

Agency: AJF
• Executive Creative Director: Adam Francis
• Creative Director: George Freckleton
• Senior Copywriter: Melanie Stevens
• Strategy Director: Jill Cummins
• Group Account Director: Xavier Hogan
• Senior Account Manager: Bonnie Olsson
• Head of Broadcast & Content: Roz Ruwhiu

Production Company: Guilty
• Executive Producer: Jason Byrne
• Director – Edwin McGill
• Editor – Billy Browne
• Colour Grade – Tim Egan
• Online VFX – Jamie Scott

Sound: Khemistry
• Sound Engineer: Dave Gaylard

Media: Starcom


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