The dairy industry is moving away from promoting individual products and towards showcasing the industry as a whole in its latest communications initiative, Legendairy by Dairy Australia.
Set to launch nationally on 4 August, Dairy Australia's first major campaign in six years will put the spotlight on Australia's dairy farmers, the quality of the foods they produce and their contribution to the Australian economy.
Legendairy will see see advertisements air across all mediums with extensive below the line support ranging from public relations to grassroots sponsorships and visibility in Australia's eight regional dairy communities as part of an initial three year strategy.
While recent experiences in the UK have indicated that generic advertising has a direct impact on dairy sales, Dairy Australia's group manager for industry promotion and product innovation, Isabel MacNeill, said the Legendairy campaign is about more than driving sales.
"It's all about giving the industry a well deserved boost," she said. "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 $4 billion dairy industry," said 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."
The campaign initially delivers eight advertising executions across television, print, digital, radio and an exclusive sponsorship of the Melbourne Victory versus Liverpool FC match on 24 July.
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