Overview

Market need/context

  • Consumer trust in the dairy industry and its products has been declining over recent years. Consumer perceptions/beliefs in product nutrition, safety and quality are key drivers for continuing consumption. Trust in farmer and dairy manufacturer’s practices and environmental stewardship are core components of continued social licence to operate.
  • A diverse market mix (domestic 60% and export 40%) is beneficial for dairy in Australia. Most Australian manufacturers have a diversified portfolio and promotion of the industry credentials from grass to glass is an important tool to maintain a positive industry/product narrative and protect the reputation of the industry. Industry promotion is unlikely to increase consumption but without it there may be market erosion as seen in other developed markets.
  • Industry reputation has a direct link to maintaining a social licence to operate, proactive promotion of consistent industry messaging in conjunction with active issues management is required to maintain a positive reputation.
  • Balanced mums (mother of kids between 5-12 years who have a balanced view) are the major grocery buyers and determine family food consumption. Women across all age groups are the major influencers of food values, and trends and as such there is a need to engage to educate.
  • The connection between dairy farmers and consumers in today’s environment is considerably less than it was 20 years ago. Although farmers are respected by the community most have little understanding of farming practices, community involvement and innovation. Developing a grass roots dairy voice that is consistent of message will help reduce confusion and concern of industry practices and involvement in the community.

General approach/strategy

  • The Legendairy promotional platform will be utilised to deliver an integrated marketing and communication program that promotes the industry and its products.
  • The communications strategy will focus on three key audiences (consumer, influencers and farming communities) and use relevant channels that provide best impact.
  • The consumer, key influencers and farmers are not seen as independent, but highly interlinked. Where relevant, messages and activities will be coordinated and leveraged across the projects to ensure maximum impact.
  • Partnerships will be developed to enhance level of credibility