Brownes call a use-buy date on eastern states yogurt in new campaign out of Meerkats
October 18 2012, 12:57 pm | | 15 Comments
Every year, several million litres of milk are imported into Western Australia from the eastern states, most of it ending up as yogurt.
A new campaign from Brownes, launched last week via the newly-appointed Meerkats, is calling for an end to this naming Saturday November 3rd the official ‘Use-buy Date’ for all yoghurts imported into Western Australia.
The four day shoot in the south-west saw 11 dairy farmers and their families used to compile the footage.
VIEW THE USE BUY DATE TVC
15 Comments
So police and Nurses asked us to make a stand against the evil Eastern Staters taking our money to the evil Eastern States in their big black Hummers and now Brownes are asking us to make a stand against the evil Eastern States’ bringing their evil yoghurt into WA.
Dear Spot The Difference,
If youve ever watched Meerkat Manor you would know your average Meerkat is obsessed with far off threats. As a consequence, meerkat colonies are organised to identify threats and alert the rest of the group, thus ensuring safety from dive bombing hawks and sneaky hyenas. This warning system works extremely well for meerkats in Africa, however, its not so important for the colony at the perth zoo, or the colony in Rokeby Rd. Both of whom, despite not having any hyena or hawk threat, work in exactly the same way. Does this help explain things?
This is a good first up effort from the Kats.
Not seen it on air so far but good to see it posted here.
Nice work Meerkats.
Can someone explain ‘Use BUY Date’? It sounds like a clever pun, but I’m not sure that it is. Surely ‘Use By Date’ would make a lot more sense?
What a dull and uninspiring ad. Nothing wrong with the strategy,but the execution is poor. Using ‘real’ people in your ads can be done welll, like in the new Woolies campaign, sadly this is not in the same league.
The campaign would have a little more authenticity if Brownes’ name also appeared on the Buy West, Eat Best website.
I can see why the client would want to use their farmers in this spot , they obviously know the characters involved and to feature them is good internal PR. However, we don’t know them and a spot like this gives little insight into who they are. Combine that with the cliched technique of cutting between them to deliver a single ‘seamless’ message ends up with this spot being very forgettable. As for the strategy,if they were talking about milk and freshness it would resonate more with me than when they talk about yoghurt, as the words freshness and yoghurt hardly sit together.
This is good work and good thinking for Brownes.
It’s not dull and uninspiring at all. It does the job in a simple and involving way.
Agreed, it’s not an award winner but it’s a step in the right direction for Brownes and Meerkat’s relationship.
Although obviously our idea was far superior – I like this campaign. The brief was calling out for you to make a connection between local dairy farmers (of which my Dad was one) and the Brownes product. Over this Meerkats have added a nice activation idea. Will it work? I have no idea. There have been literally dozens of ‘buy local’ campaigns on our screens over the years. And the fact that we need another speaks for itself. But fingers crossed for all the guys still dairying in Burekup.
It’s going to take thousands and thousands of empty yoghurt containers to fill up that Brownes truck so the proof of wether ther public give a damn will be in the pudding-er yogurt
Nice work on a campaign that has legs.
Fantastic campaign and we wish all WA dairy farmers great success with this.
If imported products were not available then we would have no choice as your product offer of empty, reduced shelve space and limited product range concerns me as a consumer.
Manufacturing to shelf is extremely important for banding and customer satisfaction. 9 out of 10 visits to Coles leaves me empty handed. Bring on imports
We moved here from the eastern states 2 years ago. I fully support Brownes for their move and feel everyone in WA should support them. Well done Brownes.
I am all for supporting local suppliers however can someone tell me why we pay just as much for a product which is produced on our doorstep as one that needs to be shipped across australia? Is just a mater of greed? The normal excuses us consumers get for the high costs we are continually charged for Australian goods don’t cut it here, the labour etc.. Costs are all the same except the eastern states products have additional shipping costs. So if Brownes wants to convince us to buy there products reduce the costs and stop being greedy… Money talks… Of course we are going to support our locals, but not when they are ripping us off.