Aussie Dairy Campaign Continues to Garner Support

Article by: Hari Yellina

The second phase of the industry campaign Buy, Support, Enjoy Aussie Dairy, which aired in early 2021 after a successful initial phase, has now finished with great results. From July to November 2021, the second phase, which also featured Dairy Ambassador Jonathan Brown, focused on the health advantages of Australian dairy and its usefulness in growing strong bones and muscles. Browny was shown in common situations such as the gym, the family breakfast table, and a milk bar in the TV commercials, demonstrating how supporting Australian dairy improves wellness. The commercials were backed up with a large-scale national media purchase that aired during the Olympics and AFL finals on television (Channel 7, Channel 10, Foxtel, Kayo), radio, and online platforms.

The campaign was seen by 41% of the audience, who were 86 percent more supportive of the industry, 81 percent more favourable of the product, and 63 percent more likely to consume more dairy as a result of seeing it. The campaign’s third part debuted in February 2022, highlighting dairy’s involvement in everyday events such as healthy breakfasts, brunching with friends, and supporting sports and workouts. The commercials broadcast throughout the Nine and Seven networks in high-rated shows such as Married at First Sight, Nine News, Seven News, Dancing with the Stars, SAS, Better Homes and Gardens, Lego Masters, Sunrise, and AFL game coverage.

Dairy Australia has partnered with the newest season of Farmer Wants a Wife later this year. Activity will feature in-program advertising, Catch Up TV extension, and programme association using Dairy Farmer’s Harry and Ben. With Breakfast Live Reads and customised commercials voiced by Browny, a Nova radio relationship will bring Jonathan Brown to a wider audience. Ads will also be heard on podcasts such as Chat 10 Looks 3, Samantha Armytage’s Something to Talk About, and the Chrissie, Sam, and Browny Podcast. Food, health, and lifestyle influencers on social and traditional media will also help spread key themes.