Answering community questions that matter most
04 March 2026
By Kate Wheatley, Marketing Manager Dairy Australia
From September to November 2025, Dairy Australia’s Your Dairy Questions, Simply Answered campaign played an important role in strengthening community confidence in Australian dairy – particularly among younger Australians who are more actively questioning what they eat and how food is produced.
Building on the momentum of previous marketing programs, the campaign was designed to reach people who are curious, health conscious and seeking trustworthy information. While overall trust in the dairy industry remained strong, research showed younger and middle aged Australians were more likely to question dairy’s role in their diet and the industry’s environmental and animal welfare practices. Most continued to consume dairy, but wanted greater reassurance.
The majority of Australians are confident in dairy and continue to trust the industry. For those who are asking more questions, Your Dairy Questions, Simply Answered was about providing clear, honest and evidence based answers.
By putting trusted experts front and centre, the campaign demonstrated the industry’s openness and credibility. Short, engaging content was designed to quickly address common concerns, while also inviting audiences to learn more and explore topics in greater depth.
Campaign content directed people to the You Ask, We Answer hub on dairy.com.au, where questions were explored in more detail and supported by research papers, references and real world case studies from Australian farms. The campaign focused on openness and credibility, drawing on the science, the standards and the farmers behind Australian dairy.
When it came to dairy, key concerns included weight gain, cholesterol, lactose intolerance and skin health, alongside strong interest in environmental impact, animal comfort and how dairy farmers are responding to climate challenges.
This insight led to a dual approach: delivering bite sized, engaging answers through advertising, while providing opportunities for deeper exploration online. The campaign placed content where audiences were already seeking information online and where misinformation can easily spread.
This was also supported through longform articles on credible news platforms, sharing more detailed information of dairy’s role in health, sustainability and animal care.
83% said it made them more likely to trust Australian dairy
At least three in four said it increased their confidence and positivity towards dairy and dairy farmers
Around one in four said they bought dairy products or visited dairy.com.au as a result
The You Ask, We Answer hub received 93,891 views during the campaign period, with 69% of visits driven directly by campaign clicks.
Trust was strongest among older Australians, while younger adults remained positive overall but more cautious – reinforcing why they remain the priority audience for confidence building marketing efforts.
Importantly, the results showed clear differences between those who recognised the campaign and those who did not. Trust in the dairy industry was higher among recognisers (91% compared with 79%), as were perceptions of animal care, transparency and commitment to a sustainable future.
The data shows that when people are given clear answers, trust follows. It’s a strong endorsement of the way farmers and the industry are showing up.
Find out more information on how Dairy Australia is promoting Australian dairy.
Building on the momentum of previous marketing programs, the campaign was designed to reach people who are curious, health conscious and seeking trustworthy information. While overall trust in the dairy industry remained strong, research showed younger and middle aged Australians were more likely to question dairy’s role in their diet and the industry’s environmental and animal welfare practices. Most continued to consume dairy, but wanted greater reassurance.
The majority of Australians are confident in dairy and continue to trust the industry. For those who are asking more questions, Your Dairy Questions, Simply Answered was about providing clear, honest and evidence based answers.
Real questions, real experts
At the heart of the campaign were genuine questions from the community, answered by Dairy Australia’s subject matter experts across nutrition, animal health and welfare, and sustainability.By putting trusted experts front and centre, the campaign demonstrated the industry’s openness and credibility. Short, engaging content was designed to quickly address common concerns, while also inviting audiences to learn more and explore topics in greater depth.
Campaign content directed people to the You Ask, We Answer hub on dairy.com.au, where questions were explored in more detail and supported by research papers, references and real world case studies from Australian farms. The campaign focused on openness and credibility, drawing on the science, the standards and the farmers behind Australian dairy.
Research led and highly targeted
The strategy was shaped by research into the concerns influencing Australians aged 18–49, who are at critical life stages for shaping long term consumption habits and household purchasing decisions.When it came to dairy, key concerns included weight gain, cholesterol, lactose intolerance and skin health, alongside strong interest in environmental impact, animal comfort and how dairy farmers are responding to climate challenges.
This insight led to a dual approach: delivering bite sized, engaging answers through advertising, while providing opportunities for deeper exploration online. The campaign placed content where audiences were already seeking information online and where misinformation can easily spread.
This was also supported through longform articles on credible news platforms, sharing more detailed information of dairy’s role in health, sustainability and animal care.
Strong results
Among those who recalled seeing the campaign the response was strong:83% said it made them more likely to trust Australian dairy
At least three in four said it increased their confidence and positivity towards dairy and dairy farmers
Around one in four said they bought dairy products or visited dairy.com.au as a result
The You Ask, We Answer hub received 93,891 views during the campaign period, with 69% of visits driven directly by campaign clicks.
Trust is strong – and growing
These outcomes aligned with the latest research results, which showed trust in dairy foods and trust in the dairy industry both reached 87% – an all time high. Dairy’s role in everyday diets remained strong, with 87% of Australians saying dairy is important, and 64% rating it as very or extremely important.Trust was strongest among older Australians, while younger adults remained positive overall but more cautious – reinforcing why they remain the priority audience for confidence building marketing efforts.
Importantly, the results showed clear differences between those who recognised the campaign and those who did not. Trust in the dairy industry was higher among recognisers (91% compared with 79%), as were perceptions of animal care, transparency and commitment to a sustainable future.
The data shows that when people are given clear answers, trust follows. It’s a strong endorsement of the way farmers and the industry are showing up.
Find out more information on how Dairy Australia is promoting Australian dairy.