The Graham's Family Dairy 'Make it a Gold Christmas' campaign has been launched by student-run agency Today to showcase the dairy brand's heritage and also give emerging marketing talent exposure.
The campaign consists of several short films that put the Graham family and their farm in the spotlight as a way to showcase the dairy's five generations of farming heritage. The films will air on STV and digital channels, while the campaign will also include a partnership with cooking schools in Edinburgh and London. This will see the brand's signature product used in a variety of festive recipes to coincide with the holiday season.
Marketing Director Carol Graham commented on the Graham's Family Dairy 'Make it a Gold Christmas' campaign saying, "As Scotland’s number one dairy brand, we’ve always been rooted in Scotland and we were keen to work with Scottish media students on our latest advertising campaign. We created this to not only deliver a festive feel-good moment from our family to yours, but to highlight the powerful consumer shift we’re seeing across the dairy category. The growth of our Gold Top milk shows that health-conscious consumers are turning away from processed, lower-fat alternatives and rediscovering the benefits of natural, fuller-flavoured dairy."
Seasonal Student-Made Dairy Campaigns
Graham's Family Dairy 'Make it a Gold Christmas' is Festive
Trend Themes
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Seasonal Student-driven Campaigns — Collaborating with student-run agencies for seasonal campaigns infuses fresh perspectives into traditional brand marketing approaches.
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Heritage-based Storytelling — Leveraging brand heritage through storytelling in marketing materials creates a deep emotional connection with consumers.
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Dairy Consumption Revival — There is a resurgence in demand for natural, fuller-flavored dairy products as health-conscious consumers favor traditional options over processed alternatives.
Industry Implications
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Dairy Production — The dairy production industry sees a surge as consumers increasingly prefer full-fat, natural dairy products over modified alternatives.
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Food and Beverage Marketing — Food and beverage marketing is experiencing a shift towards campaigns highlighting brand history and local pride, capturing consumer emotional engagement.
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Culinary Education Partnerships — Culinary schools are partnering with brands to utilize signature products in educational settings, driving brand awareness and product loyalty.