Brownes Dairy and Meerkats uncover what it really means to be fussy in latest campaign
Meerkats has recently completed their latest film work for Brownes Dairy, in collaboration with Beautiful Pictures, Yoke Productions and the Office of John Cheese.
Brownes Dairy sources the highest quality milk in WA: straight from the farm, perfect for families. Brownes Dairy use their experience and skill to protect this quality, so it gets to every house fresh, pure and tasting like milk should.
In fact, the mums at Brownes Dairy are as fussy about their milk as they are about their kids. They know their milk has everything it needs to nourish a growing family, because they make it for their own families. It’s this insight that the latest campaign draws from. Brownes Mums are fussy Mums – so why would they stop when it comes to their milk?
Inherent in the concept is that kids love their milk – perhaps in ways that adults may have forgotten about. Kids also know what their Mums are really like when it comes to attention to detail.
The campaign is a lively, lighthearted and honest look at what the kids of Brownes have to say about their Mums and what this tells us about the milk.
Meerkats Creative Director, Josh Edge, had this to say about the new campaign, “There’s no more finely tuned device in the world, than a kid’s internal knowledge of what they can and can’t get away with it. So who better to vouch for the fussiness of Brownes’ Mums, than the kids themselves?”
Nicole Ohm from Brownes Dairy said, “Each new Brownes campaign from Meerkats allows us to capture the simple truth of the brand in a new and refreshing way. This was a great opportunity to involve even more real kids from the company, to tell the honest stories about the amazing people who work for us!”
The campaign coincides with a freshly designed label across the suite of milk products, designed by Boxer and Co. The campaign has launched with 60 second TV spots on the 4th of March, supported with outdoor, press, cinema, pre-roll and social activity. The social activity asks mums to nominate themselves or their friends with what makes them a #fussymum to go in the running to raid the Brownes Dairy fridge for their family.
Credits
Client: Brownes Dairy
Marketing Director: Natalie Sarich-Dayton
Marketing Manager: Nicole Ohm
Agency: Meerkats
Chief Strategy Officer: Melanie Wiese
Business Director: Lucy Stoelwinder
Business Coordinator: Dre Liang
Chief Creative Officer: Martin Beecroft
Creative Director: Josh Edge
Creatives: Dustin de Souza, Luke Williams
Agency Producer: Nicole Beer (Yoke Productions)
Production
Director: Miranda Edmonds (Beautiful Pictures)
Producer: Kate Downie (Beautiful Pictures)
DOP: Allan Myles
Post Production: James Hawkes @ The Office of John Cheese
Sound: Brad Habib