A Carbon Positive Future
Maleny Dairies is a renowned family-owned and operated dairy farm that has been producing premium, farm-fresh dairy products for over two decades. This beloved local business has become a symbol of sustainable farming practices, high-quality dairy products, and a deep commitment to community.
In 2021 Maleny Dairies announced they were going carbon positive and wanted to increase brand awareness and sales through a marketing strategy that would leverage Maleny Dairies as the first carbon positive diary in Australia. The campaign focused on increasing brand consideration and increased partnerships with Maleny Dairies, keeping their products front of mind for consumers.
The Carbon Positive campaign involved a brand partnership between Maleny Dairies and Sammie O’Brien, with Sammie being the face behind the brand and their Carbon Positive campaign across socials and wider media channels.
MM’s approach was collaborative, incorporating multiple creative channels including socials, ATL media, instore collateral as well as a competition and website landing page development. The campaign was multifaceted, with consumers able to interact with Maleny Dairies through Sammie’s partnership and campaign competition, thus increasing consumer traffic both socially and digitally.
The Carbon Positive campaign enabled consumers to get a glimpse behind the scenes of Maleny Dairies and how they make a positive impact on their environment, all whilst producing high quality products that are enjoyed by consumers, Australia wide.