Jones Dairy Farm
Family rules
Services Industry
Campaign development, demand Food/bev
generation & digital activation
The Challenge
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With increasing competition in the natural breakfast category, Jones Dairy Farm needed a campaign that could cut through and clearly communicate its commitment to clean, additive free ingredients while maintaining bold, crave worthy flavor. The brand has always used simple, natural ingredients and avoided fillers, preservatives and MSG, a standard it upheld long before clean labels became trendy.
In a category where broad claims blend together, the task was to create a narrative that made Jones feel unmistakably different and brought its ingredient philosophy to life across digital, social and out of home channels.
The Big Idea
Instead of another generic promise about clean ingredients, the campaign translated the brand’s heritage into family rules worth living by. They were simple, honest principles that reflected how real families think about food. These rules turned ingredient integrity into human language and made the Jones difference easy to understand and easy to remember.
Each rule spoke to a core truth about the brand, helping consumers connect clean ingredients to the real family breakfast moments they care about most.
The Work​
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Built the Family Rules campaign platform and narrative framework to translate clean label leadership into simple, relatable principles.
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Defined key campaign rules that reflected brand heritage and consumer values around simple ingredients, real flavor and honest food.
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Created headline messaging, storylines and modular creative for digital, social, display and out of home executions.
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Designed out of home placements that paired rules with bold product visuals in high visibility locations.
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Activated the campaign across digital and social channels with dynamic ad units that served recipe content based on user location and current weather.
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Built targeting logic that connected products to real meal occasions and increased relevance through personalized seasonal serving suggestions.
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Developed demand generation assets including hero banners, carousel units and display ads optimized for performance.
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