‘It’s a family affair’: Jalna pushes the origins of its organic yoghurt in new ad

Jalna has said the production of its ‘farm to pot’ organic yoghurt is ‘a family affair’ in a new campaign from Spinach.

Featuring a dairy farming family, the ad reminds Australians of the hard work and prime ingredients that goes into creating the yoghurt.

Production on the ad was moved out of Melbourne at the last minute, before COVID-19 restrictions were reinstated in July. The ad completed just before Victoria entered stage four lockdown at the start of August.

Spinach co-founder and executive creative director, Frank Morabito, said: “The creative task, and of course, production, was tricky to pull off, particularly as the lockdown loomed. We had to communicate an organic dairy message, 100% Australian owned credentials, remain faithful to our previous brand work and do it in a way that allowed us to plan, cast, shoot, edit and mix in an extremely uncertain environment.

“If necessity is indeed the mother of invention, I’m thrilled with the work and extremely proud of the amazing efforts of all involved.”

Category development manager, Lachy McLaren, said the campaign is a reminder that Jalna is a unique brand in the market.

“Today, Australian sourced products made by 100% Australian owned businesses are more important than ever,” McLaren said.

“There has been a huge increase in demand for pure organic foods, and as a family dairy farm that has been employing biodynamic farming principles for more than 20 years, Jalna is unique.

“This campaign does a great job of highlighting the provenance our yoghurt and builds on the much-loved personality we established in our previous brand campaign which Spinach also created.”

As well as creating the campaign, Spinach executed the media buy. It will appear on free-to-air TV, social and digital media and through program sponsorships.


Client: Jalna Yoghurt

Creative Agency: Spinach
Media Agency: Spinach
Client Category Development Manager: Lachy McLaren
Agency Creatives: Jacqui Paterson, Justin Groves, Frank Morabito

Production Company: Fiction Film Company
Director: Jake Robb
Producer: Jackie Fish
Agency Producer: Beaver
DOP: Matt Wood
Casting: Chameleon
Editor: Craig Tonkin

Food stylist: Amanda Luck
Photographer: Craig Moodie
Video Streaming: The Streaming Guys
Grading: C.J. Dobson
Music and Sound Design: Production Alley.


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