Challenge

Brownes wanted to undergo a significant internal transformation strategy to help them uncover their purpose. As a 100-year-old company with a rich and varied history, it was clear to many in the business that they had lost their way. The original passion for making great dairy products, shown by the founders, had been lost to the commercial pressures of the modern business, which now faced significant disruption.

Inspiration

We began the strategic process of our Motivating Business Idea (MBI). We dug deep into the business, talking with farmers, the owner’s family and many of the employees.

One of the key human insights we found was that many of their employees were mothers. What we uncovered was an embarrassment they felt by not giving their own children the product they made daily. This was pivotal.

Brownes’ staff wanted to make great products that were tasty and healthy enough to feed to their families. Products that were natural, affordable and made from a place of passion - not commercial process.

The purpose of Making Better Dairy Together emerged. It changed everything. Products were re-imagined, ingredients and recipes re-worked. Machines were re-tooled. Passion was re-ignited. The commercial viability of this business's true purpose was set free.

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Idea

By mums. For mums. This rediscovered purpose drove them to create a new product they’d deem good enough to feed their own kids.

The mums at Brownes that made this new yoghurt felt great. This was a product that was all-natural, and one that got eaten. Their kids loved it because it was delicious. How did we know? Because when we did the analysis and watched kids eat it, the thing everyone really noticed was … the silence. A moment of quiet food appreciation mums normally associated with foods that created guilt. This moment was rare. ‘A Natural Silence’ was imagined: a moment when you can enjoy your child enjoying a moment.

So, we turned to real children, not professional talent. We simply recorded these kids quietly enjoying the yoghurt. No voiceover, no music, no branding, no call to action. As simple and natural as the product itself. Then we put the spots in the middle of the noisiest event of the year, the AFL Grand Final.

Growth

Beyond simple awareness, effective reach (brand recognition and linkage) indexed at 209% compared to normative category data.

70% of research respondents that saw the ad felt Brownes was the best yoghurt to feed their kids.

The number of consumers who saw the TV ad and intended to try the yoghurt indexed at 162% vs normative category data.

Of those who had noticed the product, 71% of those exposed to the campaign had tried it.

Total category growth was 9.7% by volume and 2.4% by value. Brownes, by contrast, grew 19.4% by volume and 11.1% by value.

And finally, Brownes saw a statistically significant uplift in the standard IPSOS brand equity measures of popularity, quality, relevance, familiarity and uniqueness both for its yoghurt brand and master brand.

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