Dairy Farmers refreshes master brand

Lion Dairy & Drinks’ Dairy Farmers brand has unveiled a new master brand campaign that celebrates the brand’s 120-year history and range of more than 100 dairy products.

The new master brand campaign for Dairy Farmers features the positioning line: ‘because we’re family’ reflecting the Dairy Farmers community that comprises not only generations of farming families, but also the Australian families that have enjoyed Dairy Farmers products for years.

“We’re proud of the rich history the Dairy Farmers brand holds, and the trust that Australian consumers have in the brand,” said Kathy Karabatsas, Managing Director, Lion Dairy & Drinks.

“Many of the farming families that supply Dairy Farmers have been providing milk to the brand since its creation almost 120 years ago, and our new master brand positioning is a nod to these families.” Australia’s most trusted milk brand1, Dairy Farmers is has a proud history of delivering premium drinks and foods made with fresh milk from Aussie farms. From being a major participant in the Government’s policy of supplying free milk to school children, to introducing a range of iconic products to meet changing customer tastes, the brand has played a pivotal role in Australia’s history.

The brand also has the highest top-of-mind recall of all white milk brands in Australia and is the #2 dairy brand nationally. Nine out of 10 Australian dairy consumers are familiar with the famous Dairy Farmers brand2.
The refreshed Dairy Farmers brand will see product innovations roll out during the next 12 months, alongside updates to Dairy Farmers’ branding and an emotive new advertising campaign.

“The master brand campaign and brand refresh will remind consumers that Dairy Farmers is a trusted, quality brand made using milk from Australian dairy farms with product offerings across the entire dairy category,” Kathy said.

“We’ve updated the logo across all products to remind consumers that where they see the Dairy Farmers logo, they can trust the quality of the product.”

The Dairy Farmers logo now includes a farmer in the foreground as a link to the brand’s heritage and its partnership with Australian dairy farmers, alongside a grazing cow. The new look logo represents an updated take on the logo first created in 1967.
Beyond the brand campaign, Dairy Farmers is also launching a series of innovative products, including the new Dairy Farmers Heritage fresh white milk and Dairy Farmers and Arnott’s Iced Vovo and Mint Slice flavoured milks partnership, with more to come during the next 12 months.

As Lion Dairy & Drinks continues to innovate its product portfolio, the Dairy Farmers brand also remains focused on sustainability for generations to come. The new Dairy Farmers Heritage Milk is made using 50% recycled material, with the ambition of moving to 100% in 2020.

The Dairy Farmers brand is committed to recycling and waste reduction and is a proud participant in Lion Dairy & Drinks’ Dairy Pride program which offers benefits to farmer partners including education on sustainability best practice, and the Lion Dairy Pride Landcare Grants program, which delivers grants to help improve farm efficiency and sustainability.

The Dairy Farmers brand has adopted the use of Crush Mate packaging for its original two litre white milk bottles to assist in making recycling simpler and more efficient. The new Dairy Farmers Heritage white milk also uses a PET bottle which is made using 50% recycled content as part of Lion Dairy & Drinks’ commitment to the simple philosophy of reducing, recycling and reusing. They are easy to crush and compress, and as a result allow four times as many bottles in the recycling bin.

1 Source: Readers Digest, Most Trusted Brands Awards, 2010 – 2017 and 2019 2 Source: TNS Masterbrand tracking research, n=108, nationally representative, November 2018

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