Devondale is Australia's largest dairy producer and is owned by a co-operative of over 2000 local farming families. This ad was designed to solve two problems facing the company. The first was to halt the talent drain away from the industry by making people proud to be Devondale farmers. The second was to differentiate the brand by communicating the company's family nature. The result was 'Morning Strangers' - ironically it's a story about how much hard work and sacrifice it takes to be a dairy family, told through the actions of Devondale farmers across Australia.