The Buy. Support. Enjoy Aussie Dairy highlights the health benefits of a daily dose of dairy products.
It also shows his support for local farmers and communities.
The campaign features the dairy industry ambassador, former AFL star Jonathon "Browny" Brown, taking a behind-the-scenes look at how people can enjoy dairy products.
The ad will be rolled out on television, radio, podcasts, digital and social media from now until April 2022.
This is followed by Browny, who comes from a multigenerational dairy farmer family in Warrnambool, Victoria – how he stops by at the family breakfast, devouring friends at brunch, a heavy gymnastics lesson and Nun's kitchen shows how to include dairy products in the diet.
“The fact that we fronted a popular and down-to-earth character like Browny made it easy to get that message across – whether it was explaining how 'multi-talented' people are. Dairy products can help you get enough protein (from a nourishing shake) to build big biceps, or provide a sweet distraction (in the form of a bowl of ice cream) to help you overcome a mistake or an emotional heartache, ”says Paul Greskie , Creative Director at Elmwood.
Mr. Greskie says phase one (Enjoy phase) of the campaign included real industry participants to improve authenticity.
“We wanted to show real dairy people, from farmers to cheese cutters to chefs, so all the talent in the ad is just that – real,” continues Mr. Greskie.
“Using authentic characters allowed us to really capture the passion, craft and personality of the industry.
"The campaign is based on recent evidence * which shows that the vast majority (73%) of Australians believe that we should buy more Australian-made products."
Glenys Zucco, Marketing Strategy Manager at Dairy Australia, adds: "It's about educating Australians about the importance of getting enough dairy products – and celebrating the many delicious options."
Visit dairymatters.com.au to learn more about the benefits of buying local dairy products.
* Source: Lewers COVID-19 Community Response Report 8, oOh! 1st-4th May COVID-19 Heart Rate Report, Dentsu Intelligence – Beyond The Curve.