Launching a new product into New Zealand’s highly competitive consumer dairy category takes commitment and clear thinking.

Thankfully, our client, a Nelson family with a strong farming heritage, had a great product idea and was passionate about launching their product. Their ‘fresh from the farm’ A2-tested cows’ milk bottled in glass provided clear differentiation and allowed us to build a compelling story and messaging.

We articulated a unique brand positioning and what, of its many benefits, should rise to the top. Traceability to source fresh, minimally-processed milk and the sustainability of glass packaging became the hero features.

When applied to packaging, our design concept highlights glass’s simplicity, purity and infinitely recyclable properties. Our creative solution focuses on the idea of ‘farm gate’ provenance with a design treatment intended to evoke the nostalgia of New Zealand life from the 1950s. All the elements came together, creating a great point of difference in a tough FMCG market.

Immediately following the brand’s launch, a national high-end boutique grocery store in Auckland, Wellington, Nelson Tasman, and one of the largest national supermarket chains retailed Aunt Jean’s Dairy. Within six months of launch, sales increased by 400%.

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