The Campaign

A natural silence: a moment when you can enjoy your child, enjoying something - a promise of moments that bring a little peace of mind to the mums of WA. The TVC campaign, launched in the AFL Grand Final, featured little ones (actual Brownes mums’ kids) enjoying the yoghurt in complete silence, uninterrupted by voice over, or even an end frame. We waived the cliché ad techniques and went for pure authenticity, letting their enjoyment speak for itself. We produced ‘quiet’ radio spots to run during noisy programming, all to replicate the moment of natural silence Brownes Dairy yoghurt created. Brownes Dairy approached The Wiggles, which saw the group appear within the campaign, featuring in a third Natural Silence Brownes Dairy yoghurt spot singing…nothing. They too had been deliciously silenced by the yummy yoghurt.

Creative Execution

In two TV executions, these kids simply ate yoghurt – quietly. They projected the simple joy of enjoying something really, really yummy. No voice over, no music, no branding, no call to action. As simple and natural as the product itself. Then Brownes put the spots in the middle of the noisiest event of the year, the AFL Grand Final. With a limited budget, they front-loaded the campaign with TV in high impact spots to make the quiet stand out. Brownes leveraged the real Mums of Brownes in PR stories to prove the lengths they’d gone to, to have Mums back. They and produced ‘quiet’ radio spots to run during noisy programming. This was all to replicate the moment of natural silence Brownes yoghurt created. Finally the Wiggles were used in a third quiet spot for a mid campaign boost.

The marketing activity prevented Brownes Dairy yoghurt being delisted. • Minimum +20% unit growth on YA (from 2.9M scan units (MAT (moving average total) 25.05.15) to 3.5M units (MAT 30.06.16)). • Grow market share by volume (unit share) from #5 player to #2 player by end of June 2016 •Brownes Dairy reversed an annualised unit decline of -16.4% (MAT to 1/11/15) to grow 30.6% in the first three months of campaign activity, against a goal of 20% unit growth • 61% of consumers reported feeling more positive about the Brownes Dairy master brand • 50% of those exposed to the advertising would ‘definitely consider’ buying other Brownes Dairy products, compared to 36% who had not seen it • Brownes Dairy total brand equity in yoghurt gained 11 index points, which means the advertising had a positive effect on the total brand, not just Brownes Yoghurt

Brownes Dairy yoghurt was on the verge of deletion from major supermarkets. Since being number two in 2012, WA’s locally made, locally owned Brownes Yoghurt had declined steadily as consumer tastes had evolved and demand for ‘whole foods’ increased. By mid 2015, Brownes Dairy had slumped to fifth in the WA market. In order to reclaim number 2 spot Brownes Dairy needed to demand a re-taste from marketing-weary consumers. At the crux of this integrated campaign was an honest message to Mums - we're Mums too and we've got your back by providing a natural wholesome yoghurt for their kids.

1. If your kids won’t eat it, neither will any one else’s. The Brownes Dairy R&D and marketing team realised: - Almost all the team leaders were Mums. - None of these Mums were choosing Brownes Dairy for their own kids. 2. 91% of family shopping is still done by Mums. Looking at category data, Brownes Dairy found that despite the rise of active Dads and ‘modern families’, most Mums still do a ‘big weekly shop’. Yet only 34% of the food budget is spent on this day (the rest is spent on ‘top up’ shops) . Mums were an audience big enough to achieve their ‘everyday’ volume targets. 3. To get through to Mums, Brownes Dairy had to help with more than just price. As Mums themselves, Brownes Dairy wanted to be thought of as her ‘trusted dairy partner’, helping them make tasty and nutritious choices.