Retro return part of market expansion

Brownes turned back the clock with flavoured milk


Dairy
Brownes Dairy managing director Tony Girgis (third from left) with some of the people from the original 2000 television advertisement for Percolated Coffee CHILL flavoured milk featuring baristas filling CHILL cartons. From left they are actors Michael Caruso, David Carbone and Dean Harnett (seated), music composer Tim Count and voice-over man Gary Taylor.

Brownes Dairy managing director Tony Girgis (third from left) with some of the people from the original 2000 television advertisement for Percolated Coffee CHILL flavoured milk featuring baristas filling CHILL cartons. From left they are actors Michael Caruso, David Carbone and Dean Harnett (seated), music composer Tim Count and voice-over man Gary Taylor.

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A WA dairy reflects on a popular marketing campaign and its future plans.

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CELEBRATING 25 years of the most popular WA-manufactured flavoured milk attracted the attention, but this week Brownes Dairy quietly expanded its push into national markets.

Limited release of a retro-style Percolated Coffee CHILL carton and an advertising campaign featuring the CHILL barista ad of 19 years ago – along with its ear-worm soundtrack – marked 25 years of Brownes Dairy’s CHILL range.

Brownes was the first dairy company to introduce a coffee flavoured milk drink to WA.

But it is another milk coffee product spearheading Brownes’ push into national markets, the premium, single-origin, cold-brew, no-added-sugar milk coffee range that Brownes manufactures and packages at its Balcatta plant.

This week the Balcatta-produced range went on sale nationally in IGA supermarkets.

As reported in Farm Weekly, it went into Woolworths’ supermarket dairy cabinets nationally in November, the first time it was made available outside WA.

It is scheduled to be added to Coles’ supermarket dairy displays nationally in May – a timing determined by Coles’ annual product review window rather than milk volumes or production capacity at WA’s largest and oldest milk processor.

The range is scheduled to be joined on the national market by Brownes’ own label and innovatively packaged range of squeeze yoghurts in April.

Brownes managing director Tony Girgis said the purchase of the company by Chinese dairy giant Shanghai Ground Food Tech 14 months ago had enabled the push into new markets.

“Since the change of ownership we’ve invested in a couple of key pieces of kit,” Mr Girgis said.

“One is a state-of-the-art ESL (extended shelf life milk) filler which has given us enormous flexibility.

“So now when we are talking to retailers or anyone else, we are having a national conversation rather than a local conversation, and we’ll be adding further investments to that line within the next six months.

“The other is a yoghurt filler.

“That should be arriving at the end of February and will be commissioned in March.

For more on what Brownes has planned for the market, make sure you get this Thursday's copy of Farm Weekly.

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