Dairy Farmers praises generations of farmers in new campaign

Dairy Farmers is putting the families behind its products in the spotlight with the new campaign, ‘Here’s to good’.

The campaign, from AJF GrowthOps, features interviews with three dairy farming families from Queensland and NSW, describing their generations-long heritage in the business.

AJF GrowthOps executive creative director, Adam Francis, wanted to cultivate a sense of community in the campaign.

“It’s easy to associate dairy farmers with early mornings and short holidays but the real story is deeper than this – so we’ve given a voice to the farming families of Dairy Farmers.

“Through interviews held across NSW and Queensland, we have showcased the dairy farmers’ stories hearing directly from them about the communities they support, their generations of care, and even the names they give the cows on their dairies,” Francis said.

The OOH execution

Lion Dairy & Drinks marketing and innovation director, Darryn Wallace, said: “From the dairy to our family fridge, our latest Dairy Farmers campaign captures the generations of care and sense of belonging that have gone into this iconic Australian brand to ensure it’s strong and healthy for generations to come.”

The campaign will appear across Facebook and Instagram, OOH and digital displays.


Client: Lion Dairy & Drinks

Agency: AJF GrowthOps
Executive Creative Director: Adam Francis
Senior Art Director: Ed Carveth
Senior Copywriter: Brent Liebenberg
Senior Copywriter: John Bryant
Strategy Director: Jill Cummins
Group Account Director: Xavier Hogan
Senior Account Manager: Nina Roslan
Account Manager: Megan Hicks
Production: Ilona Phyland

Production Company: First Floor Films

Photography: Andreas Smetana


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