SHOWING AUSTRALIA WHY Dairy Matters

SHOWING AUSTRALIA WHY Dairy Matters

THE BRIEF
A campaign platform to build industry trust by showing that we are listening to the community and providing transparent and credible information about our product and industry practices.


THE INSIGHT
Consumer expectations of the food industry are changing. For dairy, this means a greater public focus on the health credentials of dairy, care for our animals and the environment.

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THE IDEA
Our ‘Dairy Matters’ platform was designed to build trust in the industry, celebrate our farmers and engage consumers, behind the powerful exploration of what really matters. To each and every one of us.

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The first phase of the campaign was delivered by real farmers sharing what really matters to the industry. The health of our animals. Protecting our land. And producing high quality products. Ones that contribute to a healthier Australia. We used TV, podcasts and digital advertising to spread the word.

To demonstrate our commitment to transparency and addressing public questions, we set up the You Ask, We Answer digital platform and encouraged people to ask us anything.

This presented an opportunity for us to demonstrate our commitment to transparency and establish Dairy Australia as the go-to experts on all things dairy. The team have received almost 600 questions to date.

The first phase of the campaign was delivered by real farmers sharing what really matters to the industry. The health of our animals. Protecting our land. And producing high quality products. Ones that contribute to a healthier Australia. We used TV, podcasts and digital advertising to spread the word.

To demonstrate our commitment to transparency and addressing public questions, we set up the You Ask, We Answer digital platform and encouraged people to ask us anything.

This presented an opportunity for us to demonstrate our commitment to transparency and establish Dairy Australia as the go-to experts on all things dairy. The team have received almost 600 questions to date.

EFFECTIVE
feels like THIS

55%


of our target audience took action, including speaking to friends and family about the messages and incorporating more dairy in their diet

 

the thrillsTM have been fundamental in our journey to gain greater social licence. They have the unique ability to balance strategy and creative to deliver exactly what’s required.

Kendra Campbell
General Manager of Marketing and Communications

WHAT WE DID :

  • Immersion & analysis
  • Customer & industry insights
  • Stakeholder engagement
  • Creative strategy
  • Campaign idea
  • TVC
  • Digital
  • Social
  • Radio
  • OOH