What the go with Fair Go Dairy?
I have worked in the advertising industry for a number of years; it’s a place where you are forever trying to tap into the hearts, souls and minds of today’s astute consumers.
It’s the heart that makes those emotional decisions, the soul that gives you permission to accept those emotions, and the mind that rationalises everything...
and makes it the “right” decision.
Admen and women spend most of our working lives creating and doing mundane “bread and butter” tasks, but thankfully every now and then projects like the “Fair Go Dairy” campaign come along.
This was one of those projects that had our hearts beating from the first meeting, our souls spurring us on, and our minds quickly determining that a “fair go” was the way to go!
There’s no expression that resonates more with Aussies than “a fair go”; doing the right thing by our mates is in our DNA.
So with our hard-working dairy farmers struggling to make a sustainable income, all we had to do was convince their fellow Aussies to give them the fair go the farmers badly needed.
You don’t need to be a big player in the advertising world, you just have to understand your target market, know how to talk to them to gain their attention and interest, and elicit a quick response.
With a crew of fair-minded people all prepared to give the dairy farmers a fair go, the campaign developed into what has been produced…
the best and fairest dairy campaign!