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, a fresh, minimally-processed milk and the sustainability of glass packaging became the hero features.

When applied to packaging, our design concept highlights the simplicity, purity and infinitely recyclable properties of glass. 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, Aunt Jean’s Dairy was retailed by a national high-end, boutique grocery store in Auckland, Wellington and Nelson Tasman and one of the largest national supermarket chains. Within 6 months from launch sales increased by 400%.

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