Bringing ‘Farmfulness’ to Consumers this Autumn with Avonmore

In celebration of the heritage and provenance of Avonmore, the nation’s number one milk brand, Avonmore Fresh Milk is bringing a little bit of farmfulness to their customers to enjoy in homes around Ireland this autumn.

Responding to research that reveals one in three adults have not visited a farm in the past five years, and one in ten have never been on a farm Avonmore Fresh Milk, has created a fun on-pack mechanic bringing the sounds of the farm direct to its customers.

The Sounds of Farming

The three soothing tones, which can be heard by using a QR code on the pack, include: a dawn chorus – the first sound heard by the farmer in the morning; the sound of soft rain - starting gently and then cascading on the metal roof of a cattle shed; and a happy herd grazing in lush meadows - the unmistakable sound of the Irish countryside.

The sounds have been chosen to bring a little ‘farmfulness’ to Avonmore consumers around Ireland, who can enjoy listening to them in their homes this Autumn.

Making Connections

Speaking about the new sensory on-pack experience, June Dowling, Senior Marketing Manager for Avonmore Fresh Milk said: ‘The average household in Ireland consumes 6.6 litres of milk a week. We want to make a connection between the product and its journey from farm to fridge. The Avonmore ‘Farmfulness’ on-pack initiative is an effort to connect farm life with families all over Ireland, particularly those living in urban areas.”

Speaking about her involvement in the campaign, actress and Avonmore Fresh Milk brand ambassador Aoibhinn Garrihy said: ‘As a family growing up in Ireland we always had Avonmore Fresh Milk in the fridge, that was a given, but because my mum’s family are dairy farmers from Co. Clare we never took for granted where the milk in the fridge came from. We were acutely aware of the labour of love and dedication from farmers all around Ireland to produce the delicious nourishing milk. I love what Avonmore have done to bring farmfulness into the hearts and minds of consumers and right to their kitchen table and I am delighted to be involved in this campaign.’

Irish consumers are among the highest consumers of fresh milk in the world – consuming 138 litres per head per year. Avonmore milk is a rich source of protein and a 200ml glass of Avonmore Fresh Milk provides you with 31% of your RI of Calcium and 32% of your RI for Vitamin B12.’

Experience Avonmore’s Farmfulness campaign by visiting any of the below links:

• Dawn Chorus- www.avonmore.ie/dawnchorus
• Rainy Day- www.avonmore.ie/rainyday

First Published 1 October 2019