Devondale has debuted a new campaign ‘The Cow Knows How’ aimed at winning over grocery buyers who prioritise quality, simplicity and reliability in cooking.

The campaign features the Devondale cow, a long-standing brand mascot, as the central figure. The tagline ‘The Cow Knows How’ is designed to highlight the brand’s range of dairy products, including milk, cheese, and butter. The latest work for the Saputo Dairy Australia owned brand was developed in collaboration with creative agency Leo Australia, while Spark Foundry Australia spearheaded the media strategy.

The campaign will be disseminated across multiple channels. These include television, online video platforms, out-of-home (OOH) advertising, and social media. This multi-channel approach is intended to maximise reach and engagement with the target audience.

Leo Australia, the creative agency behind the campaign, operates from offices in Sydney and Melbourne. The agency is recognised for its role in helping businesses grow through reinvention. Leo Australia has a long history of working with Australian brands, having been established in 1958. Its client portfolio includes well-known names such as Suncorp, Bundaberg Rum, ANZ Bank, Red Rooster, and Superloop.

Zoey Saunders, General Manager of Marketing at Saputo Dairy Australia, commented on the campaign: “This campaign celebrates the everyday moments where Devondale makes a difference, reinforcing our promise of quality, and showcasing the diversity and reliability of our range.”

The campaign’s strategic media planning was led by Spark Foundry Australia. The agency is tasked with ensuring the campaign reaches its intended audience effectively across the selected channels.

Saputo Dairy Australia is part of the larger Saputo Inc., a Canadian dairy company with a significant presence in the Australian market. The Devondale brand is one of its key offerings, known for its wide range of dairy products.

The introduction of ‘The Cow Knows How’ campaign marks another step in Saputo Dairy Australia’s efforts to strengthen its brand presence in the competitive dairy market. The campaign’s focus on quality and reliability is aligned with the brand’s established reputation among Australian consumers.