Review, test, style and shoot a new collection of recipes as submitted by Devondale Farmer network using the range of Devondale products including Milk, Butter and Cream.
The content created was used to design a campaign microsite (thefarmerscookbook.com.au), POS printed cookbook and GDN program which was developed by Murray Goulburn incumbent agencies. The cookbook was distributed as a GWP at IGA supermarkets.
A follow up campaign branded e-book (thefarmerscookbook.com.au) and interactive iOS cookbook version were also produced for exclusive promotion via myfoodbook.com.au. Mini cooking “finishing” videos acted as teasers to entice consumers to download the cookbook. To date, more than 40,000 copies of the Devondale Family Farmers Cookbook have been downloaded by Australian consumers.