Dairy Farmers milks everyday moments in major masterbrand launch

Bega Group’s produce brand Dairy Farmers has launched a new masterbrand platform via AJF Partnership, celebrating the brand’s presence in everyday moments.

The campaign is launched across TV, social, digital and OOH. It aims to highlight Dairy Farmers’ milk, yoghurt and other products’ presence in everyday life, from the humble cup of tea shared with a friend, to a chocolate milk on a road trip.


Bega executive general manager, Darryn Wallace said, “Dairy Farmers is proud to deliver high quality, nourishing Aussie owned and made dairy products across all its categories including milk, yoghurt, culinary and flavoured milk.

“We are thrilled to share this campaign that celebrates the whole portfolio as one clear Masterbrand and the way in which Dairy Farmers continues to show up in the lives of all Australians – young or old.”

AJF Partnership executive creative director, Scott Walker said, “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.”

The last major campaign from Dairy Farmers was launched in July 2021, following Bega’s acquisition of the brand in January of the same year.


Client: Bega Group
Executive General Manager: Darryn Wallace
General Manager Marketing: Matt Gray
Marketing Manager: Mary Stafford
Senior Brand Managers: Anjali De Silva, Anne Scott, Tegan Froud
Creative Agency: AJF Partnership
Media Agency: Starcom
Production Company: Collider
Director: Jack Naylor
Post production: Arc Edit
Photographer: Michael Corridore


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