A recently released advertising campaign launched by dairy giant, Murray Goulburn, has upset suppliers.GEOFF ADAMS November 13, 2012 4:01am
Brooke Somerville from Timmering has been angered by the way dairy farmers are portrayed in the advertising.
Murray-Goulburn Co-operative is being castigated by its suppliers over a new television advertising campaign which some farmers think makes them look ‘‘simple’’ and ‘‘dull’’.
The company is facing a revolt from their shareholders over the advertising campaign designed to relaunch its key Devondale name.
Annoyed suppliers have been complaining to directors, talking to the media and writing on social media about their feelings.
Even Murray Goulburn’s own Devondale Facebook page has been used by farmers to send a message to the company.
The ads, intended to be humorous, feature two overall-wearing characters, ‘‘Dev’’ and ‘‘Dale’’ who are pictured in a retro cottage making remarks about the product.
Timmering farmer and Murray Goulburn supplier, Brooke Somerville, said she was disappointed, angry and embarrassed when she first saw the advertisements.
‘‘As a young farmer I was very disappointed and offended,’’ the 24-year-old said.
Ms Somerville, who also works in photography and design, said she felt young farmers were not being taken seriously.
‘‘The old style of being portrayed as delinquent has been done to death.
‘‘I wonder how they would like being portrayed in a similar light,’’ Ms Somerville said of the marketing company.
She said the quality of the Devondale product and the professionalism of the industry did not deserve the treatment it got.
‘‘They are portraying us as delinquents making this product,’’ she said.
‘‘The Australian dairy industry makes a multi-million dollar contribution to Australia’s economy and we would like to be taken seriously.’’
She said the younger farmer in the advertisement comes across as mute and simple.
A spokesperson said the company had received several comments about the farmer image.
‘‘The Dev and Dale television commercials have been carefully designed to achieve consumer cut-through to drive brand recognition and sales volume,’’ the spokesperson said.
‘‘It is important we reassure shareholders that the consumer marketing campaign and initiatives to promote broader industry growth target different audiences and are being addressed by different strategies.
‘‘We are taking on board feedback from our suppliers to help inform our marketing plans moving forward.’’
Katunga farmer Daryl Hoey said the advertisements made farmers look unintelligent and backward.
‘‘We don’t have to denigrate farmers to try to sell a product,’’ he said.
Stewart Haberle from Nathalia thought it denigrated farmers and made them look like laid-back idiots.
He said some people might think it was funny but he didn’t.
They may be small and rare, but they attract hordes of loyal enthusiasts from American chat show hosts to Shepparton car buffs.
The 2014 Yarrawonga Mulwala Multisport Festival has been hailed a huge success by organisers and participants alike.
The fifth annual King Billy Retreat Open Garden Party will be held at Rushworth on Saturday and Sunday, October 25-26, from 10 am to 4 pm.
Deputy Commissioner of the Department of Veterans Affairs John Geary will attend a memorial for the 3rd Cavalry Regiment (Vietnam) Association.
A former Rochester resident is helping women with their confidence and their horses.
Accusations of bullying, disrespect and dangerous conduct.
And the school's best all-rounder for this year.
Finley's Mark Whiley has been traded from the GWS Giants to Carlton - the club he has supported all his life.
District residents are being invited to enjoy Oktooberfest celebrations at Tooborac Hotel and Brewery.
Momentum builds for the greatest show in Cobram, with young and old expected to lap up family attractions in sunny conditions.
Water users have welcomed the governments' announcement of a $350 million package for new irrigation efficiency programs in NSW, but say water availability is in need of improvement.
Farmers and anyone interested in big boys’ toys will be fascinated to check out an unmanned helicopter in action at an Ardmona orchard.
Judge comments, If I were single, I'd marry this steak!
Discover unbelievable local deals from local businesses every week in the Goulburn and Murray Valley area with Leapon.com.au!
Search properties for sale or rent across North Central Victoria and Southern NSW. Visit your local website for local homes....
Search for published and unpublished photos from McPherson Media Group newspapers and magazines. All our photos are available to purchase.
Place an advertisement in any one of McPherson Media Group's local newspapers.