Canberra Milk
Back to workSAME ICONIC PRODUCT, FRESH NEW APPROACH TO MARKETING
Campaign Strategy, Brand Development & Design, Promotional Collateral, Website Design & Development, Television Advertising, Project Management, Email & SMS Marketing, Social Media, Radio Advertising, Media Planning & Buying
Canberra Milk is one of Canberra's respected and iconic brands. Even the freshest of companies need to be refreshed. Coordinate won the Canberra Milk account in 2010 to revitalise their full scope of marketing. Canberra Milk wanted an integrated communications approach to work across each platform from their media strategy and buying, to their TV and radio production through to their online engagement. To develop long-term consumer and brand loyalty, Coordinate worked at developing the 'Canberra Milk Kid News' to give up to date information relating to the Canberra Milk brand and community.
Advertising
The Coordinate team's first project was to create a television commercial incorporating the National Zoo and Aquarium's newest addition, Sun Bear Mary. This is where the concept for 'Canberra Milk Kid News' was born. This strategy will allow Coordinate to evolve the theme throughout time, promoting the various Canberra Milk and community events in an informative and light-hearted manner. It also encourages children to aspire to be next the 'Canberra Milk Kid News' presenter and give local children the opportunity to appear on screens in lounge rooms across Canberra, as the face of one of Canberra's best-known brands.
Website
The Canberra Milk and Capitol Chilled Foods Australia (CCFA) website created by the digital team is probably one of our freshest yet. The site needed to smoothly incorporate, yet differentiate the corporate aspect of CCFA and the retail look and feel of the Canberra Milk product. To do so, we created a clean, corporate and contemporary platform to showcase community interaction, products, television commercials, social media, Facebook and Youtube. The website will allow CCFA and Canberra Milk to create meaningful connections with the community and consumers, and distribute the Canberra Milk message to a wider demographic. We also implemented a Content Management System to allow Canberra Milk to keep the site up to date, and built in key words for Search Engine Optimization.