The Jalna Dairy Farm is a real place with green pastures, happy cows and a milking shed. And they make yoghurt using the traditional, centuries old, pot-set method. It’s the Jalna point of difference. Loved by regular users but underappreciated by non-Jalna buyers.
To educate yoghurt buyers and communicate the Jalna pot-set difference, we took a group of school kids from the local school on an excursion to explore the Jalna Dairy Farm.
The 30 second commercial was created, directed, and produced in-house. We shot a vast library of footage that was used to create social, digital display, supermarket print and OOH assets.
For FMCG brands, running a couple of bursts per year on traditional TV may have made sense in the past, but today it’s highly ineffective. For Jalna yoghurt we employed a screen agnostic strategy across linear TV, BVOD and a variety of social channels.
And by using ‘recency strategy’ we achieved more regular impressions that were closer to the time of purchase. All of which boosted awareness, increased brand trial and made Jalna the main brand leader.
Spinach acknowledges the Wurundjeri people of the Kulin Nation as the traditional owners of the land on which we work and we pay our respects to their Elders past, present and emerging.
We also welcome all gender expressions, all races and ethnicities, nationalities, abilities, beliefs and identities.