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Dairy Australia

There’s nothing ordinary about dairy.

Challenge

Research had shown us that eight in 10 Australian adults do not consume the daily recommended milk, cheese and yogurt intake and that confidence in dairy has been declining over time. Under consumption of core foods, like dairy can have negative health consequences.

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With the abundance of fad diets and new superfoods being proclaimed almost daily, it’s easy to forget how something as ordinary as milk can make such a huge difference in all our diets.

Dairy Australia
Dairy Australia
Dairy Australia
Solution

We built a platform that demonstrated the important benefits of dairy by documenting the lives of some ordinary Australians with some extraordinary jobs, in a memorable, creative and humorous way.

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This platform contained a wide array of media ranging from TVC, digital and press executions as well as extensive video content showcasing interviews and behind the scenes footage. there was also foray into transit and environmental.

Dairy Australia
Dairy Australia
Dairy Australia
11% - 21% Increase in Brand Awareness (3 Month Period)

The new brand was communicated to all the customers over a seven week period, prior to the launch, which incorporated brochures, film, website and EDM.

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The customers were then segmented and targeted with a range of specific messages, through a wide variety of different mediums to maximize the actual awareness and the understanding.

Dairy Australia
Dairy Australia
Dairy Australia Dairy Australia
Dairy Australia Dairy Australia
Dairy Australia

“Being noticed is key; and creating fun characters is extremely powerful when it comes to getting people talking, sharing messages, and eventually changing behaviours.”

Isabel MacNeill | Group Manager for Industry Promotion

More Work
Great Wall
Auswalk
Great Wall
Respect Aged Care

Don't be shy, let's talk.

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