Consumer marketing and communications

The consumer marketing and communications program delivers Dairy Australia’s third strategic priority, trusted dairy industry. The program focuses on protecting the industry’s long-term right to operate, with product demand enhancement as one element.

Consumer marketing supports the industry's licence to operate through communications and promotion that improves consumer trust in the industry and its products, and increases the perceived value of Australian dairy products.

This is achieved by delivering marketing campaigns and programs directed to key consumer target audiences and by influencing the attitudes of key opinion leaders such as health care professionals, teachers and media.

Core programs

Dairy Australia's marketing and communications program contains three core programs.

1. Consumer marketing campaigns: Maintaining and building public trust

Marketing activity to maintain and build public trust aims to address consumer concerns about the dairy industry by providing transparent and factual information to equip them with the knowledge to make an informed opinion.

Dairy Australia also deliver campaigns that celebrate Australian dairy by reinforcing the many benefits of dairy across health and nutrition, communities and the economy.

2. Primary schools program: Influencer engagement - primary school teachers

Dairy Australia’s schools engagement program, Discover Dairy, provides innovative curriculum-linked programs and resources that enable teachers to educate students about the health benefits of dairy foods benefits, the farm to plate process and career opportunities in the dairy industry.

3. Healthcare professionals engagement

Dairy Australia’s health professional engagement program provides evidence-based tools and resources so Health Professionals can address patient concerns and recommend dairy.