Dairy remains highly valued in Australia, yet younger consumers are increasingly swayed by wellness fads and question its relevance. With cost-of-living pressures prompting a return to simple, affordable nutrition, there was an opportunity to reassert dairy as both powerful and culturally resonant. In a fast-moving, influencer-led social landscape, the campaign set out to modernise dairy’s expression and reconnect with the scroll generation.
Staying healthy has become more complicated than ever. People chase the new tech and trends, and it's so easy to get carried away and overdo it.
Dairy Australia is here to remind Aussies to keep it simple.
Milk, cheese and yoghurt deliver naturally powerful benefits, high-quality protein and calcium that help build strong bones, teeth and muscles. No hacks. No trends. Just everyday nutrition that does what it’s always done, brilliantly.
The campaign focused on short-form engagement through TikTok, Meta, and YouTube Shorts, supported by BVOD, TV, Spotify, and programmatic video, with GP clinic screens extending reach to a captive audience. Effectiveness was measured via pre/post tracking, comparing recognisers and non-recognisers on trust, purchase intent, and daily consumption.
