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.
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.
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.
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.
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.
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.