To celebrate Dairy Farmers 120-year history, Lion Dairy & Drinks has unveiled a new master brand campaign.
It features the line "because we're family" to reflect the dairy farming community and Australian families that enjoy Dairy Farmers products, Lion Dairy & Drinks managing director Kathy Karabatsas says.
"Many of the farming families that supply Dairy Farmers have been providing milk to the brand since its creation... [the brand positioning] is a nod to these families," she says.
The refreshed Dairy Farmers brand will see product innovations roll out during the next 12 months, alongside updates to Dairy Farmers’ branding and a new advertising campaign.
The Dairy Farmers logo now includes a farmer in the foreground as a link to the brand’s heritage and its partnership with Australian dairy farmers, alongside a grazing cow. The new look logo represents an updated take on the logo first created in 1967.
New partnership with Arnott's
Dairy Farmers and Arnott's have teamed up to create a limited-edition release of biscuit flavoured milks.
First off the rank is Mint Slice and Iced Vovo.
Sugar-free Dare launched
Lion's Dairy and Drinks portfolio has released a Dare Double Espresso which contains only the natural sugars found in the milk.
The porfolio's marketing and innovation director Darryn Wallace says Dare is an example of Lion fulfilling the goals of its Our Goodness Promise, which was released in 2014.
This Dare is about providing consumers with a "better for you" option, Wallace says.
“We believe in providing consumers with choice, and this new product offering is a great way to offer fans of Dare Iced Coffee a range of options to suit their needs.”
Foodbank recognises Lion contribution
Lion was one of four dairy organisations awarded the 2019 Foodbank Award for their collaboration to fight hunger in Australia. Read more in our story Foodbank thanks national milk partners.
