One of a selection of 30-second television commercial scripts...   Click on image for larger version.

Objective: To communicate the perceived advantages of dairy products from a company owned by a milk producers' co-operative.

Strategic consideration: While previous advertising had featured the farm origins of the products, in order to neutralize concurrent negative media image being attributed to dairy fat, immediately preceding campaigns had focused on the uses of products as ingredients in cooking and baking.

Resulting creative strategy: Profile the products being used as baking ingredients in the cheerful farm kitchen of one of the milk producer-shareholders featured in the advertising.

Gay Lea Foods