| Title | Drought Pack |
| Agency |
Joe Public
|
| Campaign |
Drought Pack
|
| Advertiser |
Clover
|
| Brand |
Clover
|
| Date of First Broadcast/Publication |
2017 / 5
|
| Business Sector | Milk & Milk Based
|
| Philosophy | Clover selected their most valuable media space, their packaging, to carry the message. For over 20 years. Clover Packaging has been recognisable for its distinctive green pastures and cows grazing. So, we removed the cows and replaced green hills, with dry, dusty land in shades of brown. And so, the packaging vividly told the story of the drought, and offered a simple and instant way to give support to affected farmers - just buy your daily milk. |
| Problem | In 2016, South Africa was hit by one of the worst droughts in 50 years. As the country's largest milk supplier. Clover knew how hard-hit farmers were by the drought and they wanted this reality to hit home for consumers. They introduced a drought relief fund to the price of their milk to help dairy farmers, and needed to communicate that with every pack of Clover Milk bought, a percentage of that money would be ploughed back into the stricken farms. |
| Result | The sales of Clover Fresh Milk increased by 8.7% over this 2-month period. And the drought relief fund helped hundreds of farmers to persevere during this national disaster. |
| Media Type |
Print
|
| Art Director |
Stephanie Hunter
|
| Chief Creative Officer |
Pepe Marais
|
| Copywriter |
Claudi Potter
|
| Executive Creative Director |
Roanna Williams
|
| Creative Team |
Kate Turner
|
