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.
Marketing campaigns and programs are directed to key consumer target audiences. Dairy Australia also engages with key opinion leaders such as health care professionals, teachers and media to help influence attitudes.
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 delivers 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.
Dairy Australia runs a number of consumer marketing campaigns to drive the value of dairy foods and the dairy industry including World Milk Day, Healthy Bones Action Week, the Australian Grand Dairy Awards and the Ambassador Program.
The ways in which Dairy Australia engages with healthcare professionals so they can confidently address patient concerns and recommend dairy to Australians.
A summary of Dairy Australia's primary schools program, which includes Picasso Cows and Healthy Bones Action week, as well as a farm visit kit for dairy farmers hosting school children.
