Unigate Dairies goes on television for the first time since the 70s this
week with a campaign through D’Arcy Masius Benton and Bowles.
The successor to Boase Massimi Pollitt’s famous ‘watch out, Humphrey’s
about’ campaign shows a small boy dreaming about the work of a Unigate
The strategy is to remind consumers about the advantages of having milk
delivered to their door using the endline, ‘Your Unigate milkman. The
guy you can rely on.’
Tessa Latham, a board account director at DMB&B, said: ‘There are plenty
of rational reasons why consumers buy their milk from different sources.
However, we recognise the strengths of the emotional benefits of milk
delivery and that magic moment when a fresh pint of milk arrives at your
Media on the pounds 2 million account is through BMP Solutions in Media.
A string version of the 60s Motown song, My Guy, accompanies the spot as
the boy narrates the adventures of a milkman. The child sees him as a
magical character who ‘gets up earlier than anyone else in the world’
and ‘never gets cross, even when it’s raining’.
John Asdell, the retail development director at Unigate Dairies,
commented: ‘We are delighted with the creative work done by DMB&B. This
advertising is part of a major drive behind Unigate doorstep milk sales
and the development of the Unigate brand.’
The commercials were created by the art director, Ray Brennan, and the
copywriter, Steve Meredith. It is their first work for the agency since
they joined from S. P. Lintas last year (Campaign, 18 August 1995). The
TV work was directed by Jonathan Greenhalgh through RSA Films.
DMB&B won the Unigate Dairies account in February.