Marketing Featured ANZ

Dairy brand Riverina’s new campaign urges Aussies to make dinner ‘daring’

Australia – Following the recent launch of Riverina Dairy Co.’s new range of flavor-infused cheeses, the dairy brand has released a new campaign series, aimed at convincing consumers to create an adventure in the kitchen.

The campaign, which is created in collaboration with independent agency Paper Moose, features a series of micro-narratives that highlights the brand’s new range of cheeses by bringing food to life such as summiting a mountain of basil pesto fetta and hiking across spicy jalapeno halloumi slabs, among others. 

Riverina said that each spot was filmed entirely in-camera, utilizing miniatures of varying scales coupled with sound design to transport the viewer’s imagination to intrepid culinary scenarios.

Karen Prebble, the head of marketing at Riverina Dairy Co., shared that they needed an agency partner that understood the importance of standing out from the crowded dairy aisle while growing their category at the same time. 

“Paper Moose was the perfect fit to bring our fresh-thinking new fetta and halloumi range to life,” said Prebble. 

Jeremy Willmott, Paper Moose’s creative director, commented, “What better way to showcase Riverina’s ‘daring’ range of flavored cheeses than a daring miniature adventure set atop your dinner. Who says you can’t play with your food?”

The campaign has already rolled out on 1 November across online, social, and print, as well as retail.