Bega and its recently appointed agency The Royals, have unveiled the first masterbrand campaign for Bega Group's flagship brand, Dairy Farmers. The campaign, themed around the word 'Oomph', seeks to encapsulate the essence of what Dairy Farmers delivers to Australians daily.

The campaign addresses the marketing challenge that dairy is a daily but largely invisible essential, with consumers often showing little concern about the brand they choose. It positions Dairy Farmers as a pillar of strength in the community, from the brand's nutritious dairy products to its dedicated farmers.

The campaign features a surfing cow on a 40ft longboard, alongside a lineup of dairy lovers getting their daily dash, dollop, splosh, sip and spoonful of Dairy Farmers. This integrated masterbrand campaign will be showcased across TV, OOH, social and digital display, right through to retail media, POS, PR and brand sponsorships.

The tagline? "When you put the good of Dairy Farmers in, you get Oomph out."

This campaign slogan encapsulates the brand's mission, said Matt Gray, General Manager, Marketing and Innovation, Bega Group.

"For 125-years, Dairy Farmers has been Australia’s trusted source of nourishing, fresh dairy. The Start with Oomph campaign harnesses the spirit of Australia and is a major step forward in unlocking the latent potential of this much loved brand," he said.

Stephen O’Farrell, Managing Partner at The Royals, echoes this sentiment, "The team at Bega Group have proven to be fantastic collaborators in using the power of creativity to drive business growth… and what better way to do this than a surfing cow?! We’ve had a blast working together to bring a fresh wave of energy - and Oomph - to Dairy Farmers."

Marcus Morris, Client Service Director, at Starcom Australia, also shared his excitement about the campaign, "It’s wonderful to be part of the relaunch of Dairy Farmers – one of the most iconic brands in the Australian landscape, living in the hearts, minds and fridges of people across the country. Our ambition was to craft a media plan that launches with scale and impact, bringing the fantastic creative The Royals have developed to life and effectively capturing and holding attention to drive positive sentiment. This campaign is testament to what can be achieved by enthusiastic and intelligent clients and a truly collaborative agency village."

Dairy Farmers was formed in 1900 by a group of farmers to make quality milk and butter available to more people and joined the Bega Group under its acquisition of Lion Dairy and Drinks in 2021.