DAIRY'S famous bogans may not have buttered-up farmers - but they have the industry talking about Devondale.

Farmers are outraged at commercials by dairy co-operative Murray Goulburn advertising its new-look flagship brand.

The campaign uses "bogan" dairy farmers Dev and Dale to promote cheese and UHT milk.

The advertisements that have incited the fury of farmers refer to Dev's girlfriend - a young woman in a pink tracksuit with a fluffy dog - while another links the shelf-life of UHT to the stay of Dale's mother-in-law.

Dev and Dale were expected to be a hot topic at Murray Goulburn's supplier consultative committee meeting at Laverton yesterday.

But Denison dairy farmer Ross Anderson backed the ad campaign.

"It's not trying to sell dairy farming as an industry, it's just trying to sell milk, butter and cheese," Mr Anderson said.

"It's got everyone talking about it, and if that creates brand recognition then it can't be a bad thing."

The Weekly Times readers vented online last week.

Sally Erickson, of Melbourne, "a daughter of a dairy farmer", said she was disgusted.

"To portray farmers in this light is shameful, and portrays Murray Goulburn as ... looking down on their own suppliers," Ms Erickson said.

But Sue Arcus, of Parkesbourne, NSW, said: "I watch TV just to see them. What is wrong with looking at the light side of life?"

It was a close call on the weeklytimesnow.com.au poll, with 378 votes at noon yesterday showing 55 per cent found the advertisement offensive and 45 per cent disagreeing.

A Murray Goulburn spokeswoman said it was "contemplating feedback from our shareholders in relation to the ... television ads and no decision has been taken regarding the advertising schedule".