Lion Dairy produces, markets, and distributes some of Australia's most iconic brands. Farmers Union is one of these brands. In addition to its famous iced coffee, Farmers Union also produces Australia's most loved Greek-style yoghurt. In line with expansion into children's yoghurt, Famers Union created the Cute Creatures kids' range. Eyeing a roll-out across Asia-Pacific, Farmers Union approached TSI to measure reaction to their products and future-proof their brand strategy.
In a highly competitive market like yoghurt, where most positioning targets working professionals or the elderly, it seemed children were entirely overlooked. The Cute Creatures line, with its specific focus on making nutrition fun for kids, is unique. Mothers thought so too, viewing the brand as trustworthy, nutritious, and something their children would enjoy. In addition, the line launched an automated response (AR) function to better engage children and parents, bridging the online/offline gap.