Vie Marketing and Nick Baker get top AMI gongs as Lorna Jane founder takes outstanding contribution award

A campaign created by Vie Marketing which helped save an 80-year-old family run farm from closure won the Australian Marketing Institute’s Program of the Year last night, with Tourism Australia’s Nick Baker heralded the year’s top individual marketer.

Brisbane-based Vie developed the ‘Saving a Farm and Family’s Legacy’ campaign for Queensland dairy farm Scenic Rim after the owner, Greg Dennis, could no longer make ends meet by working with his milk processing partner who was intent on slashing rates.

Dennis was faced with walking away from the business or processing, bottling and marketing his own milk – a strategy which paid off.

Vie created ‘Farmer Gregie’ and in an integrated media and social campaign helped establish 4Real Milk as a sought after brand which, judges said “helped carve out a long-term sustainable market free from the market dominance of the major retailers and at a realistic margin”.