Brownes Dairy and MITP Agency tease both WA and Dirt Dessert for April Fools

Brownes Dairy and MITP celebrated April Fool’s Day earlier this week with some not-so-subtle hints about the return of Dirt Dessert Yogo.

Presented by their ‘Chief Misinformation Officer’ (Brownes Dairy Head of Digital) Andrew Douglas, the piece follows the representative in the Brownes office addressing recent Dirt Dessert rumours to confirm that the product, absent from supermarket shelves for over 12 years, is “gone for good – it can’t be done”.

While most of us would take that information at face value, the video is filled with plenty of evidence to the contrary to indirectly confirm to viewers that the product already exists and will be re-released very soon.

Brownes and MITP aimed to have fun with the campaign while providing tongue-in-cheek entertainment to the most passionate Yogo fans. This was the first time Brownes had publicly acknowledged Dirt Dessert development in years, and the teams knew that an April Fools approach would cause a stir in the community without needing to confirm the flavour’s return directly.

With Dirt Dessert rumours swirling and April 1st approaching, the teams worked fast to take the idea from scripting to publication within 3 weeks to capitalise on renewed interest in the iconic Yogo flavour. Over 24 hours since it was published the video has been viewed over 20k times and has over 1000 engagements without paid promotion.

With Brownes Dairy keeping tight-lipped on the project, Andrew Douglas has been eagerly waiting to go public with the news of Dirt Dessert. “We’ve been listening to the demands of the people of WA and Dirt Dessert has been an active project for years,” he said. ”With final launch plans starting to take shape and April Fools Day approaching, we couldn’t pass up the opportunity to go all in and address the rumours. This is only the start of the great work we’ve got cooked up.”

MITP Agency Creative Lead, Dave Gardiner, said: “Audiences are already so savvy to April Fool’s pranks, so we poked fun at the typical approach in a self-aware and transparent way. We knew audiences would infer the product is coming back if we used the April Fools to say that it isn’t”

“MITP is lucky to work with brands like Brownes,” said MITP Agency managing Director, Alex Paioff. “It’s great to see them actively encourage us to have fun with the content we produce.”

Credits
Agency: MITP Agency
Client: Brownes Dairy
Director: Tay Kaka
Creative Direction & Scripting: Dave Gardiner
Creative: Alex Paioff
Head of Production/Producer: Courtney Dagasso
Videographer/ Editor: Kaleb Woodward
Art Direction/ Design: Patrick Ball
Production Assistant: Sara Ferrara
Account Manager: Lowana Johansen
Talent: Andrew Douglas, Head of Digital at Brownes Dairy