The new ‘Legendairy’ platform moves dramatically away from traditional product promotion to put the spotlight on the industry as a whole.
It will relay inspirational stories of the people behind the product, celebrating Australia’s Legendairy dairy farmers, the quality dairy foods they produce and their contribution to the Australian economy.
It will feature eight new Legendairy advertisements airing across all media, public relations, grassroots sponsorships and visibility in Australia’s eight regional dairy communities as part of an initial three year strategy.
It’s the first major dairy advertising campaign for six years from Dairy Australia, which says recent overseas experience highlights the fact that non-branded dairy advertising works.
Generic dairy advertising recently resumed in the UK after five years, the decline of milk sales by 82 million litres within 18 months.
Dairy Australia, however, hopes its new initiative will do a lot more than simply increase sales. “It’s to give the industry a well deserved boost,” says Dairy Australia’s group manager for industry promotion and product innovation, Isabel MacNeill.
“We want to tell the story of Australia’s dairy industry and it doesn’t stop at just milk. In the face of recent tough times, Australia’s dairy farmers have continued to grow and care for their A$4 billion dairy industry,” says MacNeill.
“The Legendairy campaign will champion the dairy industry, sharing stories of innovation, provenance and personal triumph. We believe this focus will connect the farming community with its consumers.
“We know that generic advertising has a direct impact on dairy sales and consumption and feel the mix of product and people based stories will help restore confidence in the industry.”
Working with Melbourne based advertising agency CumminsRoss, and public relations agency Porter Novelli, the Legendairy campaign starts with eight advertisements in television, print and digital media, and on radio and an exclusive
sponsorship of the Melbourne Victory vs Liverpool football club match on July 24.
CumminsRoss’ chief executive officer Sean Cummins believes Legendairy will get Australians thinking differently about dairy in the long-term.
“The Legendairy campaign is playful and genuine.
“It’s not just about marketing milk; we’re sharing the bigger picture – a mosaic of stories with one clear message: our Aussie dairy farmers and Australian dairy products are Legendairy,” says Cummins.
