The objective of the campaign was to spread awareness of the relaunch of Dairy Farmers Thick and Creamy yoghurt range, with new recipe, flavours and packaging.
To closely align the product with its farm fresh origins, Nuffnang hosted an exclusive blogger brunch at the idyllic, inner-city Collingwood Children’s Farm to celebrate the launch of the range. The product was cleverly integrated into every aspect of the morning, inspiring the country flavours of the brunch menu and featuring in a cooking demonstration led by host and former MasterChef finalist, Alana Lowes. Eight bloggers were engaged to write a sponsored post sharing their event experience and their favourite Thick & Creamy yoghurt recipe. To enhance awareness, 400,000 banners were served across food, parenting and lifestyle blogs, driving traffic to the Dairy Farmers website in the lead up to and after the launch.
The Dairy Farmers Thick & Creamy campaign will go down as one of the most well received campaigns Nuffnang Australia has run. The feedback from bloggers, readers and partners was overwhelmingly positive and generated more than 8,000 interactions (comments, shares, and likes etc across blog posts and social media). The campaign finished with an engagement rate of 0.40%, double the Nuffnang average and an excellent result. The strong visual elements of the event translated well to Instagram where the majority of mentions were made and the vast majority of interactions. News of the new Dairy Farmers Thick & Creamy range reached well over 780K.