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'Dairygood for life' is the latest advertising campaign from Dairy Australia building on previous campaigns that highlight the benefits of including 3 serves of dairy in your diet every day, whether you're 2 or 102.
The Advertising Campaign
The TV advertising campaign consists of 4 executions:
- one 60 second ad, which focuses on encouraging a desire for dairy through an emotive story of how dairy is essential through-out life, and
- Three 15 second ads, which feature different stages of life and the various benefits dairy is "good for".
To view the 'dairygood for life' ads simply click on the far left round button at the bottom of the black screens below:
ABOVE: Long version 'Babyhood to Parenthood'
The campaign tells the story of a woman growing from babyhood to parenthood. It celebrates how dairy is an integral part of her life, helping her come full circle to raising her own healthy, happy child. Shorter versions of the main ad execution highlight the various benefits of consuming dairy – both health and enjoyment benefits.
ABOVE: Short version 'Baby'
ABOVE: Short version 'Teen'
ABOVE: Short version 'Deli'
Protecting the industry
Dairy as a food has helped to underpin the growth and development of generations of Australians. Over the years, consumers have come to take dairy for granted and presume they are eating enough of it. However, 58% of children and 63% of women 19+ are not achieving their RDI of calcium as an essential nutrient.
Trends in recent years have also put dairy consumption under threat, including confusing and conflicting health messages in the media, introduction of non-dairy foods fortified with calcium, cuisine trends, introduction of alternative foods and drinks, and the obesity crisis.
Dairy is under threat and needs to be kept relevant and desirable among consumers.
Who does the campaign target?
The ‘dairygood for life’ campaign targets mothers of children 1-17, consistent with the previous ‘Dairy.Food of Life’ (DFOL) TV advertising over the past 5 years. This target audience selection is based on the pivotal and broad-reaching role of mothers in the family household as grocery buyer, role model and gatekeeper for food purchases and consumption.
Key Message and Approach
While the new campaign communicates the same key message to these consumers – that dairy is the most nutritious, natural food, packed with 10 essential nutrients – it uses a very different approach from the previous DFOL advertising campaign. ‘dairygood for life’ reinforces dairy’s essentiality, but with a spirit of exuberance and passion that highlights the vitality and zest for life that dairy gives people. The brand is all about reminding consumers how dairy makes them and their families feel good for life.
In doing so, it builds on what the brand is – the most nutritious, natural food – but importantly, focuses attention on how that benefits consumers. This is done by highlighting specific benefits consumers gain from consuming dairy – energy and vitality, taste enjoyment, as well as specific health benefits related to teeth, bones, hair, skin, growth and general development.
Providing Opportunities for Growth
The ‘dairygood for life’ campaign creates opportunities for growth for dairy farmers through:
? Positively lifting dairy’s image as a contemporary, relevant and safe food for the family
? Building a positive perception of the value of dairy due to its many benefits
? Making dairy relevant for consumers through-out their lives.
? Building a base for growth in the sales value and volume of dairy products sold in our largest market, Australia.
? Revitalising dairy as full of nutrient benefits, to take advantage of emerging health and nutrition opportunities
The current campaign also includes magazine advertising, focusing on the following themes:
- Dairy's Nutrient Richness
Dairy remains a core food group because it delivers a package of essential nutrients to the body. Young children in particular have a critical need for certain nutrients for the growth and development of healthy bones and teeth. Unfortunately, many Australian children fall short of what they need. Dairy Australia undertakes activities to ensure Mum is aware that three serves of dairy can provide the recommended daily intake for calcium, as well as contributing other essential nutrients.
For more information about the nutritional content of dairy foods, please click here
- Addressing mis-perceptions about dairy
Many consumers over-estimate the amount of fat in dairy, particularly regular fat milk (3.8% fat) and yogurt (3.4% fat). This misperception can lead them to avoid dairy, making it difficult for them to get all the essential nutrients they need every day.
Many consumers are also not aware that dairy, particularly milk, cheese and
yogurt, contains protein. Protein helps you feel full without weighing you down.
Current Print Ads
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