A NEW campaign promoting the Australian dairy industry will be rolling out across television, radio, podcast, digital and social media throughout 2021, with a second segment of the program to encourage tourism in dairy centres.
The Dairy Matters Support Aussie campaign encourages Australians to buy, support and enjoy Australian dairy for its health characteristics as well as the livelihood of local dairy communities.
The message will be shared through a series of Dairy Australia initiatives and partnerships, encouraging Aussies to celebrate the people and places that make Australian dairy so special.
The campaign stars dairy industry ambassador Jonathan Brown, ex-Aussie Rules footballer and popular media personality who currently co-hosts NOVA 100 FM's breakfast show.
DA communications strategy manager Glenys Zucco said Australia's dairy industry and produce was world-class.
"Through our latest campaign, we want to encourage Aussies to actively support our local dairy farmers, by buying the high-quality, delicious produce made right here at home," she said.
"Buying Australian Dairy isn't just great for our family's health, it's great for our local farming communities' livelihoods, too.
"We are working closely with local farmers and the broader supply chain to showcase the people behind the product.
"By choosing Australian milk and dairy products, we invite Aussies to help support our Australian dairy farmers and their communities."
The campaign will be seen and heard across multiple channels including television, radio, podcasts, digital and social media, and will launch with a television commercial to be released on February 28.
The commercial follows Browny's journey through the Australian dairy supply chain, demonstrating how choosing to buy locally produced milk, cheese, yoghurt, butter, cream and ice-cream supports regional workers and their communities.
DA worked collaboratively with dairy farmers and industry members to bring the campaign to life.
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Dairy farmer Stu Griffin is among those featuring in the commercial.
"As dairy farmers, we love the support we get back from the whole community when they buy and enjoy our products, so I think it's important we get involved in promoting our industry where we can," he said.
The campaign will continue with an exciting to-be-announced partnership with one of Australia's leading tourism companies, imploring Aussies to visit Dairy Destinations across the country, to boost the economy in dairy regions, and experience Australia's incredible dairy industry first-hand.
- Details: Visit dairymatters.com.au
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