The Challenge: Dairy Farmers Thick & Creamy product line was losing its premium positioning in the flavoured yoghurt category; a food niche that is both cluttered, and facing a trend decline. The vast majority of sales are on price-promoted goods, and market research shows that consumers don't know how or when to eat Thick & Creamy.

Dairy Farmers approached The Urban List to help establish a genuine connection among a new target audience, get on the consideration list of a new generation of grocery buyers looking for a "generous helping", and increase purchase intent with millennials.

The Solution A 3-month campaign was devised, centred around an activation that would see The Urban List create a Dollop Bar, parking at high foot-traffic locations across Melbourne, giving away indulgent yoghurt pots.

The activation put the new Thick & Creamy yoghurt in front of their target audience, showcasing the suite of flavours and the generous way they're served.

The activation was promoted through The Urban List website, social channels and email database, driving seriously high uptake.

We also teamed up with three well-known Australian chefs to go behind the kitchen, looking at how they create some of their more indulgent dishes, and successfully integrating Dairy Farmers messaging around generosity.