Peak dairy body, Dairy Australia is ramping up its campaign to win back market share from the makers of milk replacement products and even sports drinks.
The new 'Legendairy' communications initiative is the first advertising campaign in six years from Dairy Australia, and will launch nationally on the weekend.
The Legendairy campaign, which will include eight advertising executions running across television, print, digital and radio, kicked off at the Melbourne Victory versus Liverpool FC match last week with a 'Milkorade' TV ad.
The ‘Legendairy’ campaign aims to put the spotlight on the industry as a whole through non-branded dairy advertising that promotes the resilience, pride and tenacity of the industry.
The emphasis will on telling the inspirational stories of the people behind the product; celebrating Australia’s Legendairy dairy farmers, the quality dairy foods they produce and their contribution to the Australian economy.
Dairy Australia is working with Melbourne based advertising agency, CumminsRoss, and public relations agency, Porter Novelli.
CumminsRoss CEO, Sean Cummins said Legendairy will get Australians thinking differently about dairy in the long-term.
“The Legendairy campaign is playful and genuine. It's not just about marketing milk; we're sharing the bigger picture - a mosaic of stories with one clear message: our Aussie dairy farmers and Australian dairy products are Legendairy,” he said.
