Develop a compelling campaign for Australian dairy. One that has the potential to house multiple phases and navigate a range of topics. To generate a wave of support for our local dairy industry, its products and its people.
To tap into the growing sense of self-resilience and localism, we needed to show the ripple effect of buying dairy made here. And hero the positive impact it has on local communities and livelihoods.
We had to give Australians a campaign platform that they could trust in. A story to believe in. ‘Buy. Support. Enjoy. Aussie Dairy’, delivered by Aussie rules legend Jonathan Brown, rallies Australians to get behind their local dairy industry while enjoying the nutritious benefits of Aussie-made dairy.
We went behind the scenes with Browny to meet and hero the real people of the dairy industry. To capture the incredible impact that buying Aussie has on local communities and livelihoods.
The campaign went live across the nation, reaching a wide range of Australian audiences through various targeted executions. We created content for TVC, radio, social, the lot.
To create more impact on social, we launched a bespoke Facebook Instant Experience. A chance for curious Aussies to dive deeper into the campaign and take a closer look at the dairy industry.
Next, we focussed on heroing our health proof points from dairy’s role in a healthy diet - healthy starts, to building strong bones and lean muscles.
feels like
adult recall of the campaign
of those feeling more supportive of the product
consuming more dairy as a result
We deeply value our ongoing partnership with the thrillsTM. We could not have achieved all that we have without them
Glenys Zucco
Communications Strategy Manager
What we did:
- Campaign strategy
- Campaign idea
- TVC
- Digital
- Social
- Radio
- OOH