Lactalis Australia partners with BCM Group on new brand platform

Dairy company Lactalis Australia has partnered with BCM Group to deliver a new out of home brand platform for Pauls Dairy.

The announcement:

Lactalis Australia has partnered with BCM Group on a new brand platform for Pauls Dairy, speaking to the brand’s legacy as Australia’s most established, national and historically iconic dairy brand.

Dave Mooney, BCM Integrated Planning Lead said the platform was intentionally simple and played on the commonality Pauls has given Australians for close to a century.

“The platform we’ve created speaks to the human impact this historically iconic brand has had on Australians. There aren’t many Aussies who haven’t touched a Pauls product in their lifetime and that’s pretty special.”

“The beauty of this campaign is that it remains true to the Pauls brand; each and every moment captures the quality and enjoyment that has come from Pauls products since 1933” said Angela Burr, General Manager Marketing & Commercial Services at Lactalis Australia Pty Ltd.

Mooney added: “We’ve all felt the frustration when the milk runs out, or the quiet anticipation before the custard gets poured on the Christmas pudding. As we move through our daily lives and reach new milestones, there are brands that play a humble supporting role. Pauls has done this in Australian households for decades, making each of moments we share, that little bit sweeter.”

“These moments will be familiar to households all across the country. The platform highlights that no matter where you are in Australia – from Perth to Sydney, Melbourne to Cairns; Pauls is a brand that has national scale while being loved locally – wherever that may be.”


Client: Lactalis Australia
General Manager, Marketing & Commercial Services: Angela Burr
Portfolio Manager, White Milk: Margaret Hooper
Marketing Manager, Beverages & Milk: Tracey Berkeley
Marketing Manager, Yoghurt & Desserts: Paul Lorimer

Creative Agency: BCM Group
Partner and Managing Director: Phil McDonald
Senior Conceptualiser: Andy Ward
Senior Creative: Mike Rolfe
Copywriter: Meg Jenkins
Finished Artist: Dwayne Smith
Integrated Planning Lead: David Mooney
Senior Account Director: Christine Malek
Senior Account Manager: James Fewtrell
Agency Producer: Holly Hayes

Production Company: Compadre Picture Co.
Producer: Katherine Cooke
Photographer: Sam Scoufos
Image Retouching: John English, Solvent Image

Media Agency: Zenith

Source: IVY PR media release


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