Dairy Farmers unveils new master brand campaign

Lion Dairy & Drinks’ Dairy Farmers brand has launched a new master brand campaign,
‘because we’re family’, to celebrate the Dairy Farmers community.

“We’re proud of the rich history the Dairy Farmers brand holds, and the trust that Australian consumers have in the brand,” said Kathy Karabatsas, managing director, Lion Dairy & Drinks.

“Many of the farming families that supply Dairy Farmers have been providing milk to the brand since its creation almost 120 years ago, and our new master brand positioning is a nod to these families.”

The brand refresh sees product innovations such as Dairy Farmers Heritage fresh white milk and Dairy Farmers and Arnott’s Iced Vovo and Mint Slice flavoured milks partnership, with more to come over the next 12 months, alongside updates to branding and an emotive new advertising campaign.

“The master brand campaign and brand refresh will remind consumers that Dairy Farmers is a trusted, quality brand made using milk from Australian dairy farms with product offerings across the entire dairy category,” Kathy said.

The new logo, an updated take on the logo first created in 1967, includes a farmer in the foreground alongside a grazing cow.

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