Riverina Fresh Milk Campaign Shows What Supporting Local Really Looks Like

· Client updates, Content Marketing, Creative, Marketing

Sure, we’ve been missing our office coffees with a splash of Riverina Fresh milk this year. But we’re also excited to have launched a digital and retail-focused brand campaign with the Aussie dairy company, which you may have seen in your local Woollies store this week.   

Riverina Fresh has been supplying fresh milk to Australians for almost a century from their Wagga Wagga pastures. They’re the leading choice of milk for local baristas and have spent the ongoing lockdowns helping their cafe partners pivot to grocery stores by stocking their great-tasting milk. You may even recall our Barista Zoom Calls with the country’s top coffee talent during the early lockdown. 

But their agility in a tough year is not the only thing worth celebrating. They’re also 100% Australian owned — a key differentiator in a milk industry that traditionally only focuses on Australian made.  

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All of our milk comes from the same herds, from the same dedicated group of dairy farms every day. We're proud to be a 100% Australian-owned, regionally-based independent dairy manufacturer supplying award-winning products from the Riverina region since 1922. Pictured are Phil and Jo Burn, two of our Riverina Fresh dairy farmers. #Bestfromourbackyard #AustralianOwned #AustralianMilk #RiverinaFresh #Milk

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During COVID-19, the brand noticed that while support for local provenance was growing, consumers were not as aware of the importance of buying from an Australian owned company. Keep Left was engaged to create a digital and retail campaign based on the insight that shoppers needed to be educated on the difference – in the few seconds it takes to make a decision at the supermarket fridge.  

That’s where the idea of ‘Double Good’ came to life. We wanted to get customers to choose Riverina Fresh milk in the dairy aisle – not just for its great taste or local provenance, but also because the company is dedicated to keeping profits in Australia, at a time where supporting local matters most. While all milk is Australian made, only a few brands are Australian owned. And that’s what makes Riverina Fresh double good.  

Riverina Fresh CEO, Rob Collier, explained: “We’ve done a lot of adapting this year to keep great-tasting local milk on your shelves, so it’s incredibly exciting to be able to recognise and celebrate not just our homegrown produce, but our Australian ownership too. Because supporting local isn’t just about choosing milk that comes from our local pastures. It’s also about keeping profits in Australia, and ensuring that we keep the dairy aisle proudly local for years to come — pandemic or no pandemic.” 

The Double Good campaign takes the form of a digital and social campaign, and in-store retail assets that you’ll spot in supermarkets and online for 4 weeks from September 16. 

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We are excited to launch our “Double Good” consumer campaign in Woolworths stores throughout NSW, ACT and Victoria this week. The campaign highlights our double good message – great tasting milk that is also 100% Australian owned. That’s Double Good! Please follow the link in our bio to find out more. #DoubleGood #RiverinaFresh #AustralianOwned #GreatTaste

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Keep Left CEO, Caroline Catterall, said: “It’s been a year of constant adaptation, and it’s been particularly inspiring to work alongside Riverina Fresh as they prove themselves in Australian ingenuity. From pivoting their events to live Zoom panels, to leading the ‘support local’ movement, it’s been an honour to help our favourite barista-quality milk stay on the shelves and inspire others to follow suit.” 

Next time you’re buying milk, look out for the 100% Aussie Owned and Made sign on the supermarket shelves. 

Written by Keep Left · · Client updates, Content Marketing, Creative, Marketing
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