Devondale is Murray Goulburn Co-operative's largest consumer brand. Owned by Australian dairy farmers, brand creative had just been redesigned. The Royal Melbourne Agricultural Show presented the perfect opportunity to launch the new branding and product range to key stakeholders, trade and consumers.
To create an activation at the Royal Melbourne Show to launch new Devondale branding, build customer and stakeholder relationships, promote the brand as Australian, wholesome, country, local, caring and professional.
Build on links to farmers and the country by creating an appealing and engaging activation to promote new branding, Devondale products and wholesome values to families and stakeholders.
Willett Marketing created a new stand around a country farm homestead backdrop and large scale branded columns of Devondale milk cartons. Features included a country kitchen with CWA-style cooking demonstrations, tastings and recipe card giveaways. We brought an interactive shed complete with Daisy, the Devondale milking cow, tractor and cow seat for families and children to interact. Alongside this sat a private country lounge room area for invited corporate guests, providing respite from the show with lockers, catering and a full time barista.
We achieved a 50% increase in show stand retail sales from previous year, with over 8,000 tangible touches with the brand in the interactive shed. 18,750 recipe cards distributed and over 6,500 food demonstration samples given away over 11 days, allowing guests to take the brand home with them.