With June being Year of Food’s Dairy Month, we executed an outdoor campaign for Dale Farm to coincide with the celebration, using prime site 48 and 96 sheets, along with trade press.
There were two fundamental strands to the creative targeting all key stakeholders, including both consumers and trade.
- Dale Farm as a corporate entity as a farmer owned co-operative
- Through sale / purchase of any of the Dale farm brand family you support local farmers (ie Dale Farm, Dromona, Spelga, Mullins, Fivemiletown)
In answer to the brief, we captured an emotive image of 3 generations of Dale Farm farmers, at their home in Ballymena. The headline, Bring home Dale Farm and support our local farmers, encapsulated both call to action and emotive pull. The fact that we used a real family, rather than models, further solidified the family, local focus.