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May 3, 2019 >

‘Because We’re Family’: Iconic Dairy Farmers Launches Refreshed Master Brand and Expands Product Range

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 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 new master brand campaign for Dairy Farmers features the positioning line: ‘Because we’re family’ reflecting Lion Dairy & Drinks’ and its farmer partners’ wellbeing and quality focus, and the close links many of its dairy farmers have had with the brand for generations.

“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 to the Dairy Farmers brand have been providing milk continuously 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 brand[1], Dairy Farmers has a proud history of delivering premium drinks and foods made with fresh milk from Aussie farms. 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 brand[2].

“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.

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

The Dairy Farmers brand logo now includes a farmer in the foreground as a link to the brand’s heritage and its partnership with the Australian dairy farming families who have supplied the milk that is used in Dairy Farmers branded products and a grazing cow to reinforce its freshness and purity. Dairy Farmers is manufactured in white milk, flavoured milk and also used in yoghurt products.

Beyond the brand campaign, Dairy Farmers is also launching a series of innovative new 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 its farmer partners and for the industry more broadly.

The Dairy Farmers brand is committed to recycling and waste reduction. All the dairy farmers who supply Lion Dairy & Drinks including the milk used for the Dairy Farmers branded products participate in the 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 2 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 – 2016

[2] Source: TNS Masterbrand tracking research November 2018