MyMilk Campaign









The Challenge

Fonterra wants to keep young farmers in dairy and view the Co-operative as the best way forward to create a profitable, sustainable farm. The issue is that it can seem daunting, too expensive and lots of admin. MyMilk lets farmers pay their way in gradually, whilst still getting the top dollar benefits of this great organisation.

The Insight

When making big decisions you need the right information and lots of encouragement in a form that is empathetic to the life you live. Mabel the Cow was already the logo of MyMilk, so we introduced her as a life coach / friendly helper to help demystify the options open to the next generation of Kiwi farmers.

The Results

Mabel has become a favourite at Field Days and Fonterra have seen an increase in inquiries from new and young farmers interested in share-milking. We also put a lot of smiles on faces.

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