Proposal For Australian Market Advertising Campaign For Farmers’ Own Milk

The Brand: Farmers’ Own Milk

Woolworths is one of the largest supermarket/grocery store chains in Australia which is privately owned by Woolworths Limited. The company which was founded in the year 1924 specialises in selling groceries(vegetables, fruit, meat, packaged food, etc.), besides this the company also sells DVDs, Magazines, health & beauty product, household product, pet and baby supply, dairy items and stationary items. Thus, it is a one stop solution for all the shopping needs of the customers. Woolworths along with Coles have occupied over 80% of the Australia’s retail market (Bailey, 2017).

Farmers’ Own’ is an initiative of a number of Australian dairy farmers who have joined hands together and collaborated with Woolworths to bring out the fresh and tasty quality milk to the inhabitants of Australia. The company was found couple of years back in 2013 with the bunch of farmers from the Manning valley in the New South Sales. The company which was started initially with just 12 stores in Sydney and NSW has now expanded into Victoria, Queensland, WA, SA and NT and has built strong relationship with famers directly to maintain an adequate supply of the milk (Restrepo, Lelea & Kaufmann, 2016).

The purpose of the assignment here is to create a proposal for the Farmers’ Own’ Brand in the Australian market.  The assignment will focus on the creative concept for the campaign, creating a rationale behind the idea, media strategies and schedule, media mix and the media vehicle to be used in the fulfilment of the campaign objectives. Towards the end the report will also highlight the legal and ethical consideration in the deliverables of the campaign proposal.

The creative strategy entails how the advertising campaign will meet the desired objectives of the business (Blakeman, 2018) A creative message statement is highly useful while designing a creative strategy; it outlines how the creative strategy will appeal to the interest of the target audience. The critical approach which the brand adopts lays down the success or failure of the campaign’s brand strategy. However, the most important point of creative strategy is to engage with the target audience, connect with them, increase the brand awareness and drive sales (Altstiel & Grow, 2015).

The Preamble of the campaign is to make people aware of the utility of Farm Produced milk, how it is manufactured and stored, the effort that goes in bringing 1 litre of milk in the market, the dedication and efforts of the farmers and  initiatives towards ensuring safe and quality milk for the Australian Population. The concept will help the target audience to make a well informed decision while buying the product, further it will also target them at the emotional level and push them to make a purchase. At the same time, they will get to know the benefit of consuming fresh quality farm produced milk over the Powder milk and other formats.

Australian Market and Competitors

Advertisers have been urging customers to buy their product by the virtue of Appeal; appeals are a direct method to address the needs, wants and desires of the customers. The utility of advertising appeal is to catch the attention of the target audience, the appeals are broken down into Rational and emotional appeal and it is the prerogative of the advertisers to decide on the appeal to be used to target the audience (Green & Peloza, 2014). Some of the different types of Appeal used are:

Personal Appeal- The advertisement of Farmers’ Own’ Milk will have personal appeal for its target audience. The appeal is personal as it will focus on the health benefits of drinking farm produce milk, which will be enunciated by the process to further increase the strength of trust of customers in the company’s product offering (Pang & Bi, 2015)

Pain Solution- It is a part of Rationale appeal of advertisement, the pain point here is the difficulty in getting the right quality fresh milk to the customers. Company will thus address the pain point of customers by using this type of appeal in its advertisement.

The creative technique used here besides creating a commercial, ad campaign and documentary for producing fresh milk is collaboration with LEGO to target the children of Australia. Farmers’ Own’ milk in collaboration with LEGO will built a game on Dairy farm which can be purchased either directly from the stores of LEGO or can avail it for free after buying 5 litres of Farmers own milk. This will help in creating awareness of the brand among the Children and also engage with the game and develop an understanding on how the dairy farm looks in actuality. The creativity is a technique of plotting mind map of the Farmers own milk and the mind map of the company, assessing the current marketing practices and the market in study (Wilson & Brown, 2016).

USP to Execution of the Creative Idea- A journey

USP of the Product

• A well -recognized brand name
• Collaboration with the largest supermarket chain-Woolworths
• Fresh quality produces.
• Rich in nutrition such as Proteins and Calcium
• Transparency in Product creation.
• Calcium packed and full of Vitamins
• Directly from the Cow to the consumers.
• Unique transformation of Milk into different categories of milk product.
• Reflection of purity (Moatsou & Park, 2017).

The idea will be executed by collaborating with the farmers and the marketing executives of Woolworths. The idea here is to capture the essence of milk production at dairy farm and how it reaches the end consumers. It will also highlight the time and effort required to produce a bottle of milk for the end consumers.

There is a 100% chance that the customers will strongly relate to the content of the ad commercial (Gladding, 2016). The same can be said with absolute surety because of the following points:

• Australians need for fresh quality milk.
• Australians need to trust the brand before making a purchase.
• High sentimental values of Australians
• Understanding of the plight of Farmers.
• The downfall in the prices being paid to dairy farm producers.

Creative Strategy and Appeals

Above mentioned points clearly identify the creative rationale behind the campaign and its success rate in the Australian market. There are a number of Private label and brands which are competing for a share in the Australian milk industry, thus Farmers milk has a great opportunity to address the personal needs ad pain solution of its customers with the campaign.

The idea of media planning is to find the best possible combination of Media to achieve the marketing campaign objectives. It basically entails the usage of media vehicle to derive successful results for the brand (Casey, 2014).

The essence of defining media objectives is to understand the purpose of the advertising campaign for the marketers and the consumers. A set of SMART objectives are created for Farmers own milk.

Budgeting is an important part of marketing strategies, more so when almost all the traditional and web 2.0 marketing tools are being used. Keeping the population in mind of the country the budget for the marketing of Farmers Own Milk is as follows:

Note: Calculation for the Actual Budget Calculation

Social Media- Population*social media penetration*frequency of ad*reach amount/consumer

Affiliate Marketing-On commission, Click on the link and induce purchase

YouTube-Strategy to spend lower than Social media

Radio ad-More or less equivalent to social media spend

Billboard- Standard cost

Storyboard

Title- Farmers Own Milk-A symbol of Trust, Purity and Quality

Advertiser: Famers Own Milk-Woolworths

Agency: Ogilvy

Format: TV Commercial

Ad Duration: 90 Seconds

The ad will start with a new born showed drinking a fresh bottle of Milk from Farmers own milk- Implying the importance of milk right from the start of life. Farmers Milk is being shown here as a symbol of trust and purity.

The second image will show the child growing and still consuming milk to develop her bones and muscle and fulfilling daily requirement of calcium and other nutrient. A bottle of Farmers Own Milk bottle will be kept on the kitchen table.

The child in the next frame is sharing the glass of milk with her dad, showing she cares about her dad and hence milk is a necessity for him as well. In frame bottle of Farmers Own Milk On the kitchen table.

Healthy family is a happy family. In sync with the target audience of Farmers own milk, urging the target audience to understand the importance of milk for the entire family. A family which drinks Farmers Own Milk stays happy, strong and fulfilled.

Media Planning and SMART Objectives

Here it is being shown, while the lady is pregnant, she is taking good care of her baby by giving her Farmers Own Milk to meet the dietary requirement.

Daughter taking care of her father by giving him milk to keep him healthy and hearty. The message here is that the way her dad took care of her when she was a kid by giving her fresh quality Farmers Own Milk, it’s her chance now to feed him with the greatest quality earth from the farmland of Australia.-Farmers Own Milk

The last frame will show Hugh Jackman gulping milk from bottle of Farmers Own Milk and flexing his muscles. This is to build a strong brand association and influence the fans of Hugh Jackman, also to give the campaign a brand appeal.

Good Morning Australia!!!!!

I hope your day is going fantastic!!!

I have great news for you, Australia’s trusted and the best quality milk is now available in superior packaging and quality to keep the product fresh for a longer time. The new packaging preserves the natural nutrient for the longest time possible.

Visit your nearest Woolworths store now and grab a bottle!!!!!

References

Altstiel, T., & Grow, J. (2015). Advertising creative: Strategy, copy, and design. Sage Publications.

Bailey, M. (2017). Absorptive Capacity, International Business Knowledge Transfer, and Local Adaptation: Establishing Discount Department Stores in Australia. Australian Economic History Review, 57(2), 194-216.

Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.

Casey, K. L. (2014). Website Re-design and Social Media Plan for Medical College of Wisconsin: Office of Academic Affairs and Office of Admissions (Doctoral dissertation).

Chang, C. T., & Tung, M. H. (2016). Intergenerational appeal in advertising: impacts of brand–gender extension and brand history. International Journal of Advertising, 35(2), 345-361.

Chiang, Y. T. (2016). Black or Color? The Moderation of Advertising Color Tone and Voter Party Preference on Negative Political Advertising Effectiveness.

Gladding, S. T. (2016). The creative arts in counseling. John Wiley & Sons.

Green, T., & Peloza, J. (2014). Finding the right shade of green: The effect of advertising appeal type on environmentally friendly consumption. Journal of advertising, 43(2), 128-141.

Moatsou, G., & Park, Y. W. (2017). Goat Milk Products: Types of Products, Manufacturing Technology, Chemical Composition, and Marketing. Handbook of Milk of Non-Bovine Mammals.

PANG, J., & BI, S. (2015). Effects of congruency between advertising appeal and country-of-origin stereotype on brand attitude. Acta Psychologica Sinica, 47(3), 406-416.

Restrepo, M. J., Lelea, M. A., & Kaufmann, B. (2016). Second-order cybernetic analysis to re-construct farmers’ rationale when regulating milk production. Systemic Practice and Action Research, 29(5), 449-468.

Wilson, C., & Brown, M. (2016). Staying creative: creative technique, habit and experience. In Creativity in Arts, Science and Technology. KIE Conference Publications.

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