Pill supplements, almond milk and sports drinks. Forget the fads, they've got nothing on good ol' fashioned milk according to Dairy Australia which is back for the first time in years to champion its cause. And there is another link with milk and Liverpool FC to boot, adding to a rich and creamy advertising heritage.
The peak industry body for the dairy industry, Dairy Australia, has launched its new positioning, 'Legendairy', which will carry through its communications for the rest of the year.
Its new ad agency, CumminsRoss, developed the platform as the industry attempts to woo back consumers who may have been mislaid over the years due to fads such as milk replacement products.
“You can't solve dairy's communication challenges with just one execution so it's a mosaic campaign glued together by the 'Legendairy' positioning,” said CumminsRoss chief executive Sean Cummins. “Dairy has been marginalised over the years by trends and the supermarket price wars. It's been tough for dairy farmers.”
“It's not about fighting back but telling important stories about why dairy is so crucial. We're trying to say it's amazing and better for you than most things. It replaces electrolytes faster than sports drinks and the calcium in milk actually helps with weight loss.”
The first piece of the work was the sponsorship of the Melbourne Victory A-League team for historic match against Liverpool last week. The match was the fastest selling event during MCG history with a crowd of 95,446 and a national TV audience of 790,000 viewers. 'Legendairy' was splashed across the players' uniforms.
Of the sponsorship tie-up, Cummins said: “It's how media and creative should work together, that's what it should do at its best.”
A new 'Milkorade' TV ad debuted at the match and during the TV coverage on Seven Network. The spot is a parody of typical sports drinks campaigns and, according to Cummins, “was the perfect opportunity to get in there and have a bit of fun”.
“We're really excited. Dairy Australia has an appetite to so something fresh and fun and it's taking a leap forward,” added Cummins.
A series of new executions will roll out before the end of the year with different creative tailored to different markets and audiences.
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