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WINNER INTEGRATED MARKETING COMMUNICATIONS

MEERKATS THE BRAND LEADERSHIP COMPANY A natural silence

Having once been category number 2, by mid 2015, Brownes Dairy’s yoghurt range was in danger of being delisted. Brownes Dairy used a truly integrated media, advertising and events approach to convince an audience incapable of bullshit to give the product another go. It worked. Through a perfect synergy of consumer insight, creative content, channel selection and an ideal cooperative partnership Brownes Dairy amplified the brand message driving engagement across multiple touchpoints and demonstrating that Brownes Dairy had mums back. Mums believed the promise of all natural yumminess, tried the product and made Brownes yoghurt their regular brand. By reaching into the heart of the product and the brand and being honest with themselves and their consumers, Brownes Dairy marketing team delivered its most successful campaign of all time. It prevented the brand from being delisted and changed the fortunes of the product, the brand and the company. Brownes Dairy reversed an annualised decline of -16.4% to create quarterly growth of +30.4% during the campaign period, taking then from number 5 in the category back to number 2, six months’ sooner than scheduled.

FINALISTS Organisation

Entry

ActewAGL

LED downlight upgrade

Adelaide City Council

Shape the Adelaide Park Lands

John West

Sustainable tuna

Sydney Living Museums

Sydney Open 2015

Australian Marketing Institute 2016 Awards for Marketing Excellence

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Awards for Marketing Excellence 2016  

The annual Australian Marketing Institute Awards for Marketing Excellence are presented to organisations and marketers who have achieved ext...

Awards for Marketing Excellence 2016  

The annual Australian Marketing Institute Awards for Marketing Excellence are presented to organisations and marketers who have achieved ext...