Dairy Farmers acknowledges little sacrifices made for loved ones in new campaign via AJF

Dairy Farmers has released a new campaign via GrowthOps’ AJF in the latest “Here’s to good” brand platform campaign.

Bega took over Lion Dairy & Drinks in January 2021, becoming Bega Dairy & Drinks.

In the 30-second spot, the healthcare worker mother gets home from work, checks in on her son, and then goes to bed. The teenage son then decides, instead of making himself a bowl of cereal, to make his mum a cup of coffee with the last of the milk. The spot ends with a shot of the empty Dairy Farmers’ milk carton, with the tagline: “Here’s to good”.

The campaign follows recent campaigns for Dairy Farmers Classic and Dairy Farmers Thick & Creamy.

Sharon Winton, Bega Dairy & Drinks marketing director, said: “The past year has been tough for many Australians, but we continue to see shining examples of the Aussie spirit and generous acts happen every day. Generosity has always been a hallmark of the Dairy Farmers brand, and our latest campaign celebrates the little moments that connect us.”

Adam Francis, AJF founder and executive creative director, added: “’Here’s to good’ is about celebrating the generous Australian country spirit – where the communities are full of warm and welcoming people. We have tried to capture this generosity through the eyes of a teenager and a simple sacrifice with the last of the household’s Dairy Farmers milk.”

The campaign launches today, 19 July. It will run throughout the year in New South Wales and Queensland on TV, out-of-home, and digital.

Thinkerbell holds the creative account for Bega Foods, which includes the Vegemite brand.

Some of AJF’s other recent work includes campaigns for Specsavers, Bega’s Yoplait, and Officeworks.


Client: Bega Dairy & Drinks

Agency: AJF
• Executive Creative Director: Adam Francis
• Creative Director: George Freckleton
• Senior Copywriter: Nick Weller
• Senior Art Director: Rhyen Ellis
• Senior Art Director: Ed Carveth
• Strategy Director: Jill Cummins
• Group Account Director: Xavier Hogan
• Account Manager: Taylor Bell
• Senior Producer: Ilona Phyland
Production Company: Good Oil
• Executive Producer: Simon Thomas
• Director: Tom Campbell
• Producer: Catherine Warner

Sound: Otis

Stills Photographer: Andreas Smetana

Media: Starcom


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