Brownes Dairy: Don't lie to your Mum: How honesty turned the tide for Brownes Yogurt

This case study looks at Brownes Dairy, and its campaign to reverse a significant sales decline by channeling mothers' enjoyment of their kids' enjoyment.

Brownes Dairy: Don't lie to your Mum: How honesty turned the tide for Brownes Yogurt

Executive Summary

Having once been category number 2, by mid 2015 Brownes Dairy's yoghurt range was in danger of being delisted. Brownes reached into the truth of the product and heart of the brand to ask an audience incapable of bullshit to give the product another go. It worked. Mums saw the advertising, believed the promise of all natural yumminess, tried it and made Brownes their regular brand. Brownes reversed an annualised decline of -16.4% to create quarterly growth of +30.4% during the campaign period,...

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