Dairy Australia's marketing approach aims to drive the value of dairy foods and the industry through positive promotion of dairy benefits via targeted marketing activities.
In 2019, some of our celebratory and value driven campaigns included World Milk Day, Healthy Bones Action Week, the Australian Grand Dairy Awards and the Ambassador Program.
World Milk Day
On 1 June 2020, Dairy Australia celebrates the 20th anniversary of World Milk Day with the creation of a video that celebrated the importance of dairy and our Australian dairy industry with the simple message of why ‘Milk Matters’.
The video called on dairy ambassadors, influencers and dairy farmers to tell us why milk matters to them to thank and celebrate the hard work of Australian dairy farmers. In addition, we launched the ‘Milk Bottle Challenge’ on social media encouraging people to kick trick shot between two milk bottle goal posts in support of Australian Dairy. Dairy Ambassadors, Jonathan Brown, Tom Hawkins and Rowan Marshall all took part in the challenge amongst dairy farmers, processors and other members of the dairy community.
Learn more about the World Milk Day 2019 campaign below.
Influencers across Australia rallied in support of World Milk Day 2019, with social media posts from Khanh Ong, Jess Spendlove, Matt Moran, Joel Feren, and Blake Proud.
Dairy is here for you
Dairy Australia has worked with a number of farmers and processors to develop a new campaign designed to show Australians that the dairy industry is ‘here for you’, and will continue to supply the fresh, nutritious dairy we all need during these unprecedented times.
Just as Australians have stuck by dairy farmers and regional communities over challenging periods, through bushfires and drought. During these uncertain times, we want to assure all Australians that dairy is here for you. Our farmers are working hard to supply the fresh, nutritious milk we all need.
Launching nationally across TV, digital and social, over 60 Australian dairy farming families, farm workers and processors were involved in creating this commercial. We encourage you to share the video posted to our @DairyAustralia Facebook and Instagram across your social channels and tag #DairyMatters.
Australian Grand Dairy Awards
In 2019, Dairy Australia celebrated its 20th year of the Australian Grand Dairy Awards (AGDA). An AGDA campaign was launched which focused on building trust for the industry and products, as well as celebrating the quality, taste and inspiring stories behind the winning products.
The campaign generated:
289 media clips across radio, TV, metro and regional print, online and blogs with 10 articles
Over 23 minutes of on-air coverage
4,485 votes and over 9,900 website visits through the People's Choice Awards.
Below are a selection of our influencers' social media posts who shared our Healthy Bones Action Week messages during the Milk Barre event.
Dairy Australia works with influencers and ambassadors, like Matt Moran, across events, campaign participation, social media, and media opportunities to help raise the profile of dairy foods and the industry.