It also shows its supports for local farmers and communities.
The campaign features dairy industry ambassador, ex-AFL star Jonathon ‘Browny’ Brown taking a behind-the-scenes look at the different ways people can enjoy dairy.
The ad will be rolled out across television, radio, podcasts, digital and social media from now until April 2022.
It follows Browny who comes from a multi-generational Warrnambool (Victoria) dairy farming family – as he ‘drops in’ on family breakfast time, mates devouring brunch, a heavy gym session and Nonna’s kitchen to demonstrate how to incorporate dairy in diets.
“Having a much-loved and down-to-earth character like Browny as our front man made delivering that message easy – whether it was about explaining how ‘multi-talented’ dairy can [be or to] help you get enough protein (from a nourishing shake) to build big biceps, or provide you with a sweet distraction (in the form of a bowl of ice cream) to move on from a mistake or emotional heartbreak,” says Creative Director at Elmwood, Paul Greskie.
Mr Greskie says that phase one (Enjoy phase) of the campaign featured actual industry participants to enhance the authenticity.
“We wanted to feature real dairy people, from farmers to cheese cutters to head chefs, so all the talent in the ad is just that – real,” continues Mr Greskie.
“Using authentic characters really allowed us to capture the passion, craft and personality of the industry.
“The campaign nods to recent insights* revealing that the vast majority (73%) of Australians believe we should buy more Australian-made products.”
Marketing Strategy Manager at Dairy Australia, Glenys Zucco adds, “It’s all about educating Australians on the importance of getting enough dairy – and celebrating the many tasty ways to do it.”
Visit dairymatters.com.au to learn more about the benefits of buying local dairy products.
*Source: Lewers COVID-19 Community Response Report 8, oOh! 1-4 May COVID-19 Pulse Report, Dentsu Intelligence – Beyond The Curve.