Those that know Gippsland, love Gippsland. But not enough people were thinking about it in the dairy aisle. And with a world of lookalikes copying our every move, we needed to cut through and build meaningful brand salience.

We were asked to build a brand platform that would increase spontaneous awareness and grow household penetration. One that could reinforce what makes Gippsland different: rich, creamy yoghurt that’s made for pleasure, not protein counts. It’s yoghurt that does something for the soul. It's the right way to start the day, end the day or have some time out in-between.

Our strategy was to embrace the idea of ‘slow’. Not in the holding-up-the-queue sense but in the way Gippsland Dairy actually is made.

Slow allows Gippsland to craft a product for enjoyment, rather than convenience, and to deliver an epic taste. In a market driven by speed and shortcuts, Gippsland’s slower approach is what makes it better. That’s the truth we built the campaign around.

Slow Good reframes ‘slow’ as a strength. We contrasted familiar 'slow bad' moments (like traffic, queues and delays) with Gippsland where slow leads to something worth waiting for.

The campaign ran across TV, OOH, social and retail and was a true step away from typical yoghurt category conventions. It defined a more elevated brand tone that reflected the consideration, care and craft that makes Gippsland Dairy Yogurt so tasty.