Brownes Dairy and Meerkats launch ‘A Natural Silence’ campaign for its All Natural Yoghurt

WA’s Brownes has recently launched a new TVC for its new All Natural Yoghurt via Perth agency Meerkats.

The spot utilises 60-seconds of natural silence of a kid simply enjoying the new yoghurt. Forget all the yoghurt ad clichés of fruit tumbling slow-mo through cascading yoghurt or Swiss women running through fields stroking cows; Brownes Dairy and Meerkats instead opted to break category conventions by demonstrating product desire in the most human, authentic way possible.

VIEW THE ‘MAURICE’ SPOT

VIEW THE ‘LUKAH’ SPOT

VIEW THE ‘WIGGLES’ SPOT

LLISTEN TO THE ‘LIPSTICK’ SPOT

LLISTEN TO THE ‘WIPES’ SPOT

LLISTEN TO THE ‘CURLS’ SPOT

LLISTEN TO THE ‘MIRROR’ SPOT

A Natural Silence is based on the strategic insight that mums enjoy watching their kids enjoying something they love that’s all natural, and there’s a real peace of mind in that moment.

The TVCs feature actual kids of Brownes Dairy employees, directed by Renee Webster via Beautiful Pictures, who did a great job of working patiently with these non-actors to get the natural, real takes seen on-screen. The campaign broke a few rules with the execution, too using hand-written fonts and with the end pack shot being on its side, which all added to the authenticity of the moment.

The launch 60-sec will be followed up by 30-second spots, with the 60 also appearing in cinemas over summer. The TV/Cinema activity is also backed up by a radio campaign that gets listeners to lean in and think about what mischief goes on when silence fills their home.

Brownes Dairy also secured a promotional deal with The Wiggles in the lead up to their November Perth concert. The 30-second Wiggles TV ad again plays on the Natural Silence theme – so much so, even the Wiggles are silent as they enjoy the yoghurts. Meerkats and Brownes are pretty sure this is one of the first times the Wiggles have appeared on TV not singing and dancing. A catchy ‘Brownes Dairy’ yoghurt song was also created by The Wiggles as well as on-pack art for the promotional period.

“This new Natural Silence campaign is a great example of a client willing to be brave and put disruptive work into the world that really breaks category conventions in a simple, pure, authentic way,” said Meerkats MD Gavin Bain. “The team at Brownes Dairy rolled their sleeves up and backed the work all the way from strategy through to sourcing actual Brownes kids as the talent you see in the ads. It’s work we’re all very proud of.”

Meerkats

Rachel Kuhn