Following a competitive pitch early this year, MyMilk has partnered with Contagion, specifically on a logo rebrand and video content campaign.
Says April Pike, general manager, MyMilk: “Contagion already work with Fonterra on a number of other domestic brands and their understanding of the country and category made them a clear choice.”
MyMilk helps South Island farmers get their feet firmly planted on a dairy farm and swings the gate open on a pathway to the future. As you can imagine, this is a very discreet audience so these online films were created around the three main motivations to join. Working very closely with our media department we then planned a targeted buy to reach our would be cow-cockies in Otago, Southland and Canterbury with maximum impact.
Says Pike: “Mabel the cow has always been our logo, now she truly represents our brand. Bringing her to life has created a unique look, feel and tone-of-voice which we feel will really connect with farmers.”
Says Bridget Taylor, executive creative director, Contagion: “Being a country kid myself, this brand and, challenge immediately appealed to me. Farmers can smell BS a mile away and having seen a lot of ‘townie interpretations’ of farming in the past, we were determined to do this brand justice. April and her team made this effortless and we can’t wait to see how well it works.”
There are three ads in the campaign, each picking up on a key reason to join, or an explanation of the benefits of MyMilk. So if the desk job is starting to lose its lustre and the farm is where your heart is, perhaps you should have a chat with April?
Client: MyMilk. General Manager, April Pike
Account Service: Carla Tamahori & Victoria O’Neill
Planner: Dean Taylor
Creatives: Bridget Taylor & Todd McCracken
Creative Services Director: Mike MacKinven
Sound: Coopers of Franklin Road
Media: Emma Bolser & Brooke Wheelhouse