Spinach launches ‘It’s what’s inside that counts’ campaign for Jalna

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Spinach has launched a new campaign for Jalna yoghurt highlighting the role the brand plays in maintaining wellbeing.

The ‘It’s what’s inside that counts’ campaign consists of 45, 30 and 15 second cut-downs which aired from 10 October. A 90 second long-form version will be distributed online and the campaign will be supported by supermarket media as well as social and digital channels.

The campaign tells the story of schoolgirl and soccer player Chloe who finds comfort in sharing Jalna yoghurt with her mum after a tough day at school and on the soccer field. The tagline, ‘It’s what’s inside that counts’ refers to both Jalna’s commitment to quality and the pot-set method, where everything happens inside the pot, as well as Chloe’s story.

In June 2019, Jalna expanded its relationship with Spinach from creative services to a full-service partnership.

Spinach was appointed to the creative account in August 2018 and delivered the ‘little pot of purity’ campaign which showed school kids exploring the Jalna dairy farm. Spinach was given $2 million media spend for that campaign, but will perform ongoing media work now with the new full-service contract.

Spinach was also responsible for the Jalna, ‘It’s a family affair’, campaign.

Spinach co-founder and executive creative director, Frank Morabito, said: “The Jalna crew charged us with creating a campaign that went beyond Jalna’s nutritional credentials. This campaign is a poignant reminder that sharing a moment with someone when things aren’t going their way can make all the difference.”

Jalna category development manager, Lachy McLaren, said: “This is a new approach for Jalna and one that I reckon will have our target audience feeling all the feels. It’s heart-warming work from Spinach and the team.”

Part owned by WPP, the 20-year-old agency boasts a client list including Reserve Bank of Australia, The Department of Health, Drummond Golf, Transurban, Baby Bunting, Bushman’s Repellent, HoMedics, The House of Marley audio and Jalna Dairy Foods.


Client: Jalna Dairy Foods Pty Ltd
Client Category Development Manager: Lachy McLaren
Creative Agency: Spinach
Agency Creatives: Frank Morabito, Justin Groves,
Account Service: Nicole Miranda
Agency Producer: Beaver
Production Company: The Producers
Director: Gemma Lee
Producer: Noelle Jones
Post production: Raechel Harding and Craig Tonkin (Spinach)
Music and Sound Design: Production Alley
Media Agency: Spinach


Nutrient rich full-service creative agency. Known to stimulate growth, lower blood pressure and relieve constipation in marketing departments.