Brownes and Multiplier Media win Gold in “Oscars” of the business world for COVID-19 marketing campaign
- Brownes Dairy and Multiplier Media win Gold Stevie award for Marketing Campaign of the Year – COVID-19-related Information.
- Brownes Dairy honoured for return of the Milkos, which saw household deliveries revived to help the community cope during the COVID-19 pandemic.
- Multiplier wins recognition for help to publicise Brownes’ efforts.
- Gold Stevie comes as Brownes Dairy scoops marketing and innovation awards.
Perth, Western Australia, 9 October, 2020: Brownes Dairy and Multiplier Media have received international recognition for their efforts to keep the West Australian community connected and informed during the COVD-19 pandemic lockdown.
Australia’s oldest dairy and the Perth-based marketing agency worked together to publicise Brownes’ COVID-driven revival of the “Milko”, delivery drivers who bring fresh milk and other dairy products to local households.
This team effort was awarded a Gold trophy in the Stevie Awards® for Women in Business, an offshoot of a globally-recognised series of honours known as the “Oscars” of the business world.
The Brownes Milkos have also just won Social Idea of the Year in the annual Mumbrella Awards – Australia’s premier marketing awards, and were awarded “best COVID Pivot” by the Australian Financial Review (AFR).
Brownes was also named by the AFR in the top 10 most innovative companies for consumer goods and manufacturing.
Brownes engaged Multiplier Media to help spread the word that it was reviving its iconic “Milko” to allow vulnerable people and those unable to easily get to the shops to enjoy the Brownes products they love.
Multiplier crafted a media campaign for Brownes combining traditional media releases with social media posts that gained widespread media coverage, focusing on the positive impact the return of the “Milko” had amid the onset of COVID lockdowns.
“The Multiplier team really enjoyed helping Brownes to spread the word about Milko, to promote the roll-out of the door-to-door milk service,” said Multiplier’s Managing Director Heidi Cuthbert.
Western Australia customers have developed friendly relationships with their Brownes Milko, all of whom are Brownes Dairy staff members with other roles in the business, taking turns to do a delivery route.
Multiplier Media’s efforts to highlight these positive aspects of the campaign resulted in widespread media coverage that positioned Brownes as a reliable, trustworthy and local brand in an uncertain time, demonstrating its ability to respond positively to a challenging situation.
“It has really struck a chord of nostalgia amongst the people of Perth, and it also showed that Brownes Dairy was able to help and make sure people were cared for. We have had a huge level of demand for the service so much so that we are continuing the Milko service indefinitely,” said Brownes Sales and Marketing Director Natalie Sarich-Dayton.
Building on this momentum, Multiplier Media coordinated an event with the Premier of Western Australia, Mark McGowan, to launch a new line of WA-made cheddar cheese products by Brownes, which emerged as one of the success stories for WA during the COVID crisis.
The media campaign Multiplier Media crafted to promote the return of the Brownes Dairy Milkos service was held up by the Stevie Awards as a shining example of businesses helping the wider community by providing a symbol of hope and continuity.