Dairy Australia has signed up swimming champion, Michael Klim, to help convince Australians to drink more milk.
Klim has been appointed as its “Legendairy Ambassador” to feature in an integrated marketing campaign with activity across digital, print, outdoor, blogger partnerships, social media and competitions.
Dairy Australia was formed to help farmers adapt to a changing operating environment, and achieve a profitable, sustainable dairy industry.
The organisation says its Start and End Your Day with Dairy campaign aims to raise awareness of the health and dietary benefits of milk, cheese and yoghurt.
“If we can shift our perceptions of dairy beyond the morning coffee and cereal and think of it at the end of the day as well - whether it’s the end of the school day or just before bed - we will start to see huge health benefits,” says Klim.
“And, by starting and ending every day with dairy, most Australians will be well on the way to meeting their recommended serves.”
