Dairy Australia's new campaign features ordinary characters with "Legendairy" jobs thanks to the benefits of dairy.
The campaign, by 10 Feet Tall, launched during Channel Seven's mini-series 'Molly' and continues the brand's “Legendairy” platform.
It introduces Australia to the new character of Deb Poole, a professional waterside test and mum of three who uses milk to fuel her extraordinary career.
Dairy Australia group manager for industry promotion Isabel MacNeill says that the campaign is unlike any other.
“Being noticed is key; and creating fun characters is extremely powerful when it comes to getting people talking, sharing messages, and eventually changing behaviours,” MacNeill says.
“It’s tongue-in-cheek, yes, but it’s been developed on a foundation of fact. Research shows that eight in 10 Australian adults do not consume the daily recommended milk, cheese and yoghurt intake and that confidence in dairy has been declining over time.
“Under consumption of core foods, like dairy, can have negative health consequences.”
Other dairy products will be explored later in the year including cheese through the introduction of Jude Vale – a stand-in bridesmaid who uses cheese to get through any occasion.
The television commercial is supported by digital, outdoor, radio and magazine executions over the coming months.
In addition, Bauer media titles will be renaming February to ‘Februdairy’ as part of a push and there will be a below-the-line campaign leveraging Legendairy ambassador Michael Klim and other well-known faces.
