Client: Jersey Dairy
Deliverables: Campaign, Design, Video, Animation, Illustration and Website
Freedom Media was engaged to assist Jersey Dairy with a new integrated marketing campaign that would be rolled out locally, then re-purposed for Jersey Dairy’s overseas market. The campaign would focus on delivering key messages concerning Jersey Dairy and its products, including its nutritional value, Jersey cows and their milk, dairy farming in Jersey, animal welfare and the environment.
We selected the channels, tactics and developed the messaging and visuals before rolling out the campaign over a 6 month period using the campaign slogan #TooGoodNotToShare.
The campaign had a significant impact on milk sales when compared to the same time frame for the 5 previous years.
As part of an integrated brand awareness campaign, we set out to produce a video promoting the range of Jersey Dairy products which the local audience would proudly share. The video needed to deliver some key messages about Jersey Dairy and its products, including nutritional value, Jersey cows and their milk, dairy farming in Jersey, animal welfare and the environment, and reinforce the overall campaign slogan #TooGoodNotToShare.
Using local people, recognisable backdrops, a range of Jersey Dairy products and a script weaving in all the key messages, we created a beautiful video that showcased products being enjoyed during different memorable moments. We also created 6 video shorts of each moment to promote a competition asking people to share their own favourite memory of summer.
The video had extensive reach and engagement locally, reaching 24,000 people on social media and attracting 1.6k click throughs. The video was subtitled and re-purposed for the overseas markets and is being shown in 759 Chinese supermarkets. The campaign won a national CIM award for ‘Best Integrated Campaign – SME’.
There are many mixed messages about milk so as part of the first phase of the Jersey Dairy #TooGoodNotToShare campaign, we brought to life the stats and facts about the white stuff.The video uses a series of characters that communicate information about nutrition,health benefits and quirky facts about the Jersey cow. It achieved significant engagement on social media.
Jersey Dairy needed a new, modern website to support their #TooGoodNotToShare campaign. It specifically needed to host video content that would be created for the campaign and support the key messages concerning Jersey Dairy and its products, their nutritional value, Jersey cows and their milk, dairy farming in Jersey, animal welfare and the environment.