Real Wholesome Blend seeks real authentic feedback in launch campaign

Lion Dairy & Drinks has surveyed the public to find out what they think of its new juice product, Real Wholesome Blend, in time for the product’s launch campaign.

The campaign, created by The Royals, features a series of spots with the locals of Carinda, NSW, asking them for ‘real’ responses about the company’s five new juice products.

Real Wholesome juice blend

The videos take place in the town centre and on locals’ properties. The campaign aims to provide customers with ‘honest, authentic responses’ from ‘real’ locals that reflect the brand promise of ‘real’ juice.

Responses include: “It taste nothing like beer”, and “If you’re into that sort of stuff then I’d recommend it to them.”

Darryn Wallace, marketing and innovations director at Lion Dairy & Drinks, said: “The launch of Real Wholesome Blend is an important milestone for our business as we endeavour to contemporise our branded juice portfolio.

“We are excited about the launch campaign we have created with The Royals. We both strongly believed in the idea of letting people share their experience as they saw it, in a real and authentic manner.”

Steve O’Farrell, managing partner at The Royals, said: “The most challenging part of the brief was how to move the needle on sales quickly. Research told us that early adopters’ tastes were constantly shifting – they’re looking for authentic product experiences in a category awash with social influencers pushing falsified realities.”

Nick Cummins, creative partner at The Royals, added: “The juice category traditionally glamorises an aspirational, but expected lifestyle image, using over-polished stock shots of fruit salads, perfectly condensing bottles and yoga mats.

“Carinda’s a long way away and we’re proud of the effort we’ve gone to in making this campaign feel as real as possible.”

The juice is now for sale at supermarkets nationally, including Woolworths and Coles.


  • Client: Lion Dairy & Drinks
  • Product: REAL Wholesome Blend
  • Marketing Director: Darryn Wallace
  • Marketing Manager: Pauline Mercier
  • Assistant Brand Manager: Fiona Tolliday
  • Agency: The Royals
  • Executive Creative Director: Nick Cummins
  • Creative Director: Stuart Nightingale
  • Snr. Art Director: Alberto Talegon
  • Snr. Copywriter: Gareth Sweet
  • Filmmaker: Qiao Li
  • Communications Director: Andrew Reeves
  • Strategist: Chrissie Malloch
  • Account Managers: Navin Arunasalam & Hugh Simpson
  • Designer: Kenneth Sum
  • Creative Technologist: Paul Broomfield
  • Producer: Jess O’Farrell
  • Photographer: Jay Hynes

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.