CLIENT
Brownes Dairy
Sam Martin, Senior Brand Manager
Natalie Sarich-Dayton, Sales
Nicole Ohm, Senior Marketing Manager
Jake Calabrese, Graphic Designer
Michel James, Marketing Activation Manager
AGENCY
Gavin Bain, CEO
Martin Beecroft, CCO
Melanie Wiese, CSO
Rikki Burns, Creative Director
Lucy Stoelwinder, Business Director
Match
Lyndelle O’Keefe, Managing Partner
Michael Wretham, National Communications Director
Claire Dewhurst, Communications Advisor
Lucinda Kitney , Communications Manager
Vanessa Montalto, Communications Executive
Christopher OKeefe, Managing Partner
SUMMARY
In late 2018 Brownes Dairy’s flavoured milk portfolio was in decline. A loss of 25% units and 40% gross margin in the last 5 years had severely limited the brands’ ability to invest in marketing for its flagship Chill brand. In a constant war for shelf space, Brownes resisted the urge to follow national competitors into plastic bottles. Instead, they reestablished their heritage, reignited WA’s retro passion for coffee in cartons and recycled the brand’s most famous, ‘old’ advertisement. Sales increased 103% vs year ago and 40% vs the 6 weeks prior.
