‘Slow is good’: Gippsland Dairy launches new brand platform via Special
Gippsland Dairy has announced a new brand platform celebrating the time-consuming process of its products.
The popular yogurt brand has released the campaign across radio, social media, Spotify and outdoors, with the tagline ‘slow bad, slow good.’
The brand upholds traditional methods, crafting its yogurt slower, in small batches, allowing it to settle naturally. The key is for its craftspeople to spend more time listening to their senses rather than a timer on a machine.
Gippsland Dairy’s head of marketing, Andrew Noisette, said in an industry focused on quick production and lowest cost, Gippsland Dairy has been able to retain its award-winning texture and taste by keeping true to its unique production method.
“We’re thrilled to have unlocked a platform that we feel has all the ingredients to be impactful, memorable and help tell our story,” he added.
The campaign features a series of films directed by Tim Bullock and voiced by Tiriel Mora, highlighting ‘slow bad’ life experiences, from a long goodbye to disembarking a plane, contrasted with the inappropriately blissful enjoyment of Gippsland ‘slow good’ yogurt.
Special creative director Chris Ellis said, “In life, slow is typically something we avoid – it can be aggravating, stress-inducing and, in some cases, downright disastrous. But our good mate, prolific writer and yogurt fiend, Voltaire said, ‘Perfection is gained by slow degrees; it requires the hand of time.’ He was onto something. Slow can be good.”
CREDITS
Client: Chobani Australia
Head of Marketing: Andrew Noisette
Senior Brand Manager: Alex Bulgin
Creative Agency: Special Australia
Partner/CEO: Lindsey Evans
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Bec Stambanis
Executive Creative Director: Ryan Fitzgerald
Head of Strategy: Nathan Rogers
Strategist: Ollie Immurs
Team Lead: Georgia Newton
Business Director: Atlanta Wooley
Business Manager: Kiran Arunasalam
Creative Directors/creatives: Chris Ellis, Chris Andrews
Creatives: Sarah Ristevski, Edwin Concubierta, Ekin Gunes,
Henry Kember, Alexandra Antoniou.
Head of FIlm + Content: Sophie Simmons
Senior Producers: Glen Mcleod, Charlotte Wren
Design Director: Dan Jones
Production Company: Scoundrel
Director: Tim Bullock
Executive Producer: Adrian Shapiro
Executive Producer: Kate Gooden
Producer: Tessa Simpson
Production Manager: Kate Rule
DOP: Jeremy Rouse
1st AD: David Letham
Art Director: Jeremy Fuller
Costume Designer: Laura Bracken
Food Stylist: Theresa Statsny
Offline Editor: Adam Wills
Online: White Chocolate
Sound: Rumble
Senior Producer: Bec Ivanov
Senior Sound Designer: Liam Annert
Composition: MADBS Composing Palace
Media Agency: Match & Wood
Head of Client Services: Anna Camuglia
Senior Communications Manager: Nicole Manton
Communications Manager: Cassandra Deegan
Media Coordinator: Ashley Hill
Keep up to date with the latest in media and marketing
