Brownes Dairy, an iconic West Australian brand, has announced its latest step to lead sustainability in the dairy industry with the change to more environmentally friendly cartons.
In 2019, Brownes transitioned all their range of milks from traditional into plant-based cartons, which are fully renewable and have a 16% lower carbon footprint. They have now evolved their sustainability credentials further, with unbleached craft cartons. The eye-catching packaging is a natural brown colour which requires less processing. These cartons are also lighter than previous cartons, meaning less material is used to pack the same amount of nutritious milk. The newly launched 1L cartons can be found in all stores now in WA and at selected Woolworths stores nationally.
Nicole Ohm, General Manager Marketing, Brownes Dairy, said: “Recognising that we have our work cut out to lead in sustainability in dairy, packaging is a tangible way people can be empowered to play their part. When it comes to our innovation that’s better for the planet, we hope our competitors will follow!”.
The Brand Agency media team have worked with Brownes to develop a campaign that will highlight the sustainability credentials of Brownes Dairy and the positive change that they are paving for the dairy Industry nationally.
Angela Naaykens, Head of Media and Analytics, The Brand Agency, said: “We love working with clients that are pushing the boundaries in innovation and sustainability, so this was a dream brief to start our new relationship with Brownes. They are a dynamic client who are keen to embrace new media solutions, which has our team incredibly excited to work with them.”
The campaign goes live across Australia in late-May with, outdoor, social, and digital. Creative was developed in house by the client and media managed by The Brand Agency.
Client: Brownes Dairy
General Marketing Manager: Nicole Ohm
Senior Brand Manager: Jacqui Kay
The Brand Agency
Head of Media and Analytics: Angela Naaykens
Media Planner: Tom Trefry