People steal yoghurt from the vulnerable in Gippsland Dairy’s ‘The taste made me do it’ campaign

A nurse redirects yoghurt away from an injured patient, a grandfather pinches it off a grandchild, and a colleague steals from a workmate in Gippsland Dairy’s campaign for its yoghurt, which positions the snack as “irresistible”.

The TVC by Cummins & Partners is set to the ballad “Hard to say I’m sorry” by Chicago, reinforcing the message to consumers that they should give in to temptation.

The campaign was created by Cummins & Partners, who will also be responsible for its media strategy and buying.

Damian Young, Gippsland Dairy general manager of marketing, said in a statement: “Our most passionate fans often take to our Facebook page to share stories of just how far they’ll go to get their hands on Gippsland Dairy Yogurt. We’re thrilled with how Cummins & Partners have developed a campaign to tempt people to try Gippsland Dairy for the first time and be amazed at how great a yogurt can taste.“

Chris Ellis, creative director of Cummins & Partners, stated: “Everyone likes to think of themselves as a good person. But sometimes life throws us temptations that can cause our moral compass to lose its bearings. For yogurt lovers, that temptation is Gippsland Dairy. Show them a tub and they’ll gladly dispense with all courtesy. After witnessing their dilemmas give way to creamy abandon, Aussies young and old will be left with no doubt that this is some damn delicious yogurt.”

The campaign will appear across radio, digital, supermarket OOH and through a strategic partnership with Seven.


Creative Agency: Cummins & Partners, Melbourne
Media Planning & Buying: Cummins & Partners, Melbourne
Client: Gippsland Dairy
Production Company: Scoundrel
Post Production: The Butchery/The Refinery


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