Monday 19 August marks a historic day for Scotland’s largest independent dairy company, Graham’s The Family Dairy, as the business enters consumers living rooms for the first time with the launch of a new TV advertising campaign.
The six-figure campaign has been created by Graham’s Edinburgh-based creative brand agency, threebrand, and production company Freakworks. The 30-second advert will break this evening during STV’s Coronation Street and run across popular commercial spots on STV and Channel 4 until the end of August.
A commercial deal has also been agreed for the advert to feature for eight weeks during STV’s new series Nick and Paul’s Big Food Trip, which is presented by Nick Nairn and fellow chef Paul Rankin.
Filmed at the Graham family farm in Boquhan in Stirlingshire, all the members of the Graham family have a starring role in the advert including their prize-winning Jersey cows. Asking – What makes Graham’s taste so great? – viewers are encouraged to respond via Graham’s website to vote on whether the taste is down to the luscious grass, the much-loved cows or strong family heritage. The campaign is also running across Graham’s milk packaging, online and social media channels.
Speaking on the launch of the campaign, Graham’s The Family Dairy marketing director, Carol Graham said: “The decision to advertise on TV was a huge undertaking for us, both as a family and as a business. We chose to use this important platform to reflect that we are a real working family dairy built on quality and integrity. Based on the strong market performance of the Graham’s brand, we were confident that the time was right to share our story.
“Our dairy and farming business has come a long way since my Grandpa Graham founded Graham’s back in 1939. He was a much-loved member of the Bridge of Allan community delivering milk to the village by horse and cart. Given the business is 15 years older than the television, I’m not sure what he would make of us appearing on people’s screens at home!
“Seven decades later Graham’s products can now be found the length and breadth of the UK thanks to the continual investment in the business including the development of new products as well as our brand. We are currently ranked 9th in Kantar Worldpanel’s list of the 50 top-selling Scottish brands in Scotland and hope that our new advertising with further strengthen this position.”
The advert can also be viewed through Graham’s website (from 10.30am on Sunday 18 August) which features a wide variety of content suitable for everyone from dairy farmers to junior baking fans.
The TV advertising campaign comes only two months after the launch of Graham’s Scottish cheddar cheese. Following another six-figure investment, Graham’s mild, mature and extra mature cheese has been selling out in Sainsbury’s Scottish stores while it can also be found in Spar, Dobbies and a number of independent retailers. It will launch in Tesco and Asda during October.
Note to Editors:
- Graham’s The Family Dairy has established itself as a top 10 Scottish brand in Scotland ranking 9th in the latest Kantar Worldpanel research. This accounted for 35% volume growth in Graham’s milk brand within the total UK market, more than 40% volume sales growth in Graham’s conventional milk brand in the Scottish market and an increasing number of UK shoppers buying the Graham’s brand.
- In 1939 when the company was founded daily output amounted to 400 pints. The company is now producing more than 400,000 pints on a daily basis.
- Graham’s The Family Dairy recorded sales of £56 million in the year to 31 March, up from £49.6m in the preceding 12 months.