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There has been a growing misperception that dairy – butter, cheese and full cream milk is bad for you. We haven’t done anything to change this perception for the category, until now.

We produced a series of nostalgic posters with iconic imagery and simple messaging that cut through. These were both posters and full page print ads that were followed, in the same publications by another insertion with a more detailed explanation. These images provoke a feeling of a simpler time before this dairy nonsense, and give back permission by removing the unnecessary guilt.