AUCKLAND, Today: After a competitive pitch early this year, milk-sourcing company MyMilk have partnered with Contagion on a logo rebrand and video content campaign.
How do you tell farmers their dairy dream is closer than they think? Straight from the cow’s mouth, of course.
“Contagion already work with Fonterra on a number of other domestic brands and their understanding of the country and category made them a clear choice,” said general manager, April Pike.
MyMilk helps South Island farmers get their feet firmly planted on a dairy farm and swings the gate open on a pathway to the future,” she said. “As you can imagine, this is a very discreet audience so these online films were created around the three main motivations to join.
“Working very closely with our media department we then planned a targeted buy to reach our would be cow-cockies in Otago, Southland and Canterbury with maximum impact.
“Mabel has always been our logo, now she truly represents our brand. Bringing her to life has created a unique look and tone-of-voice which we feel will really connect with farmers.”
“Mabel the cow has always been our logo, now she truly represents our brand. Bringing her to life has created a unique look, feel and tone-of-voice which we feel will really connect with farmers.”
Contagion ECD Bridget Taylor said: “Being a country kid myself, this brand and, challenge immediately appealed to me. Farmers can smell BS a mile away and having seen a lot of townie interpretations of farming in the past, we were determined to do this brand justice.
“April and her team made this effortless and we can’t wait to see how well it works.
“There are three ads in the campaign, each picking up on a key reason to join, or an explanation of the benefits of MyMilk. So if the desk job is starting to lose its lustre and the farm is where your heart is, perhaps you should have a chat with April?”
The video at the top of this page is Family Succession. Here’s the other two …
CREDITS
Client: MyMilk
General Manager: April Pike
Agency: Contagion
Account Service: Carla Tamahori & Victoria O’Neill
Planner: Dean Taylor
Creatives: Bridget Taylor & Todd McCracken
Creative Services Director: Mike MacKinven
Animation: Cirkus
Sound: Coopers of Franklin Road
Media: Emma Bolser & Brooke Wheelhouse
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