A dairy marketing initiative was named the Best Marketing Communications campaign for 2007 at the Australian Marketing Institute’s (AMI) National Awards held last week.

Dairy Australia’s dairygood for life campaign emerged the winner from a field of 25 finalists representing Australia's top companies, including IBM, Telstra and ANZ. The awards are presented to organisations and marketers that have achieved extraordinary success from innovative and effective marketing practices.

The judges rewarded the campaign’s outcomes, which included improved consumer attitudes towards dairy, higher consumption and greater value being paid for dairy said Dairy Australia’s group manager for Marketing and Communication Richard Lange.

“Our research shows that in a 13-week period, consumption of dairy increased by at least 2 per cent and the value of purchases increased by 5 per cent. These increases appear to be attributable to the campaign,” Mr Lange said.

He said dairygood for life changes consumers’ perceptions of dairy food from a nurturing, nutritious food to a ‘feel-good’ food, highlighting the vitality that dairy gives people throughout life.

“We launched the campaign to communicate that the benefits of dairy food go beyond just calcium. Dairy is a naturally nutrient-rich food with protein, carbohydrates, vitamins and minerals.”

The campaign targets mothers of children aged 1-17 years and tells the story of a woman growing from a baby to parenthood.  It celebrates dairy’s place as an integral part of her life, helping her come full circle to raising her own healthy, happy child.

AMI Chairman Roger James said the marketing communications category attracted a very large number of entries as shown by the significant number of finalists. 

“To be judged the best in this company is a real achievement. The dairygood campaign combined creative execution with thoughtful media selection and rigorous quantitative evaluation of its results,” Mr James said.

Dairygood for life was also recently awarded the 2007 Yves Boutonnat International Milk Promotions trophy for best generic dairy marketing campaign globally at the International Dairy Federation World Dairy Summit in Ireland.

“While winning two prestigious awards is a credit to the Australian dairy industry, it is more important that this investment has created demand and value for dairy farmers,” Mr Lange said.

ENDS

For more information contact Kathy Pullman on 03 9694 3766 or 0408 548 119 or email This email address is being protected from spam bots, you need Javascript enabled to view it