The Royals launch first campaign for Dairy Farmers since creative account appointment
Bega Group’s Dairy Farmers has launched a new brand campaign with a fresh creative direction from The Royals, the first since the indie agency won the creative account earlier this year.
Dairy is a daily, but largely invisible, staple for many Aussie households, but consumers often don’t care about which brand they choose.
The new campaign answers the challenge, positioning Dairy Farmers as a pillar of strength – from the brand’s dairy products to their dedicated farmers – strength that is described to not only manifest not just on the outside, but on the inside too.
It marks the agency’s first work for Bega Group since being appointed the creative agency partner for the Dairy Farmers portfolio in June this year.
The account, which Mumbrella revealed went to pitch earlier this year, was previously held by AJF Partnership for over five years.
Central to the campaign is a word that captures the essence of what Dairy Farmers delivers to Aussies every day – ‘Oomph’.
“The team at Bega Group have proven to be fantastic collaborators in using the power of creativity to drive business growth… and what better way to do this than a surfing cow?!,” said The Royals’ managing partner, Stephen O’Farrell.
“We’ve had a blast working together to bring a fresh wave of energy – and oomph – to Dairy Farmers.”
Bega Group’s general manager of marketing and innovation, Matt Gray, added: “For 125-years, Dairy Farmers has been Australia’s trusted source of nourishing, fresh dairy.
“The Start with Oomph campaign harnesses the spirit of Australia and is a major step forward in unlocking the latent potential of this much loved brand.”
The campaign is rolling out across TV, OOH, social, digital display, retail media, POS, PR, and brand sponsorships, facilitated by Starcom Australia.
“It’s wonderful to be part of the relaunch of Dairy Farmers – one of the most iconic brands in the Australian landscape, living in the hearts, minds and fridges of people across the country,” Marcus Morris, client service director at Starcom, said.
“Our ambition was to craft a media plan that launches with scale and impact, bringing the fantastic creative The Royals have developed to life and effectively capturing and holding attention to drive positive sentiment. This campaign is testament to what can be achieved by enthusiastic and intelligent clients and a truly collaborative agency village.”
Credits:
Client: Dairy Farmers
Creative Agency: The Royals
Media Partner: Starcom Australia
Production Company: Revolver
Director: Matt Devine
Managing Director / Co-owner: Michael Ritchi
Executive PRoducer / Partner: Pip Smart
Executive Producer: Anna Mannix
Producer: Caroline Kruck
Facilitating Producer: Carson Ng
DOP: Jordon Maddocks
Post-Production
Offline edit: Dan Lee @ Arc Edit
Post Production & VFX: Heckler
ECD: Jamie Watson
Executive Producer: Dave Kelly
Head of VFX: Tom Corbett
Flame Online: Julian Ford
3D Artists: Dusan Marjanovic, Piotr Stopniak, Rachael Tedesco, Phillip Wang, Andy Yang, Nick Lines, Kate Knott
Compositor: Ran Xie
Colourist: Fergus Rotherham
IO & Edit assists: Daniel Page, Liam McConville
Sound
Sound & Music: Rumble Studios
Sound Designer: Tone Aston
Composer: Jeremy Richmond
Sound & Music Producer: Michael Gie
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Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She first joined in 2022 after completing a Bachelor of Communications (Journalism) at UTS. She left her staff role at Mumbrella in August 2025.
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topics
Bega Group
Campaign
creative
creative agency
Dairy Farmers
Marcus Morris
Matt Gray
Starcom
Stephen O'Farrell
The Royals
