International Dairy Federation
a promise to protect what matters most
Australian dairy was the first Ag sector globally to develop a sustainability framework and set a promise to provide nutritious food for a healthier world, underpinned by commitments to the community’s health, our people, the environment, and our animals.
With 2022 marking ten years of the framework, we were tasked to create a campaign demonstrating the progress Australian dairy has made and their continued commitment for a sustainable future.
Today people need to see action and have factual and transparent information in order to believe that industries are doing the right thing.
We developed an emotive campaign putting “Dairy Matters’ at the forefront, to communicate Australian dairy’s progress in its health and environmental commitments.
Using the established and trusted voice of our ambassador, Jonathan Brown we delivered the campaign with heart to truly connect with our audience.
We created an integrated campaign across digital, audio and social channels, focusing on delving deeper into Australian Dairy’s health and environmental commitments.
feels like
81%
of the general population felt more supportive towards the dairy industry after seeing the campaign.
the thrills™ have been influential in shaping our long term strategy, ensuring our comms evolve as we hit key milestones of our sustainability goals. It's great to see proof of this in increasing consumer trust.
Kendra Campbell
General Manager of Marketing and Communications
What we did:
- Campaign strategy
- Campaign idea
- TVC
- Digital
- Social
- Audio
- Press