Tassie cheese-maker to release doco on the people behind the brand
Tassie cheese and dessert maker King Island Dairy is set to release a documentary to reveal the people “behind the label”.
Dig Marketing Group, King Island Dairy’s agency, has released a preview of the short film, called The King Island Dairy Story – the island, the people, the dairy.
Please don’t do this. King island is a brand rich in evocative imagery. This stuff will kill the brand. We don’t need to see the bogans behind the brand. Don’t spend another cent on this.
^^Mike, I’m shocked. I thought KI was full of Artisans and Hipsters making cheese to serve the greater good of mankind. I’m actually starting to wonder who picks the grapes for my wine now!!
Mike – they’re not ‘bogans’, they are farmers.
Though I’m sure you are more than qualified to make such an insightful and well-researched comment on the state of King Island Dairy brand, I personally think this video shows a group of hard-working, dedicated and decent people who make gorgeous products that people love.
This clip is a way for King Island Dairy to engage with their consumers, and the fact you took the time to publicly state that these people are so called ‘bogans’ says way more about you than them!
I really like it. I actually see King Island brand as real, fresh, australian, community and i think this is spot on! Happy to pay a premium for a better, natural, quality product and again, i think this spot works.
Ps – not at all affiliated with the campaign, just like really good cheese.
Why has the dairy category decided en masse that the people behind the product are fascinating?
#justsaying – because they are fascinating.
Have a great admiration for people who devote their lives to this art, most of the time living in the middle of nowhere, so us city folk can enjoy nice cheese to go with our wine at dinner parties and client functions.
False advertising. I didn’t see ONE King in the entire clip.