The “Wake Up Be Am:azing” brand launch campaign for five:am organic yoghurt featured a new website and a TV commercial starring Australian pro‑surfer Laura Enever. Running across TV, social and PR, the campaign encouraged people to wake early, enjoy breakfast and seize the day. Marking the brand’s third year in market, the 30‑second spot “I Patrol the Dawn” was five:am’s first TVC, filmed at Enever’s home break, Whale Beach, and showing her rising at 5am to surf before breakfast.

The campaign reflected founder David Prior’s own routine of waking at 5am to surf, meditate and practise yoga—a philosophy that inspired the brand name and mirrors the early‑morning work of five:am’s dairy farmers. Enever was chosen as a ‘friend of five:am’ for her talent and energetic approach to life. Additional ambassadors represented key pillars of the brand: Jess Tovey for environment, Amy Crawford for taste and nutrition, and Australian Certified Organic and the Australian Organic Dairy Farmers Co‑op for community and Australia. A #WakeUpBeAmazing social movement supported the campaign, encouraging Australians to share their early‑morning habits and inspiration.