Dairy Australia Creates A Splash In Refreshing New Legendairy Campaign

Dairy Australia Creates A Splash In Refreshing New Legendairy Campaign
SHARE
THIS



Australians last night met ‘Deb Poole’, the professional waterslide tester and mum of three whose extraordinary career is fuelled by milk, as Dairy Australia’s new campaign launched nationally during Channel 7’s highly anticipated mini-series, ‘Molly’.

The first of a series zeroing in on hero dairy products, the campaign has been developed by 10 Feet Tall and follows seemingly ordinary characters with extraordinary jobs – made possible thanks to the amazing benefits of Australian dairy.

The latest creative is a fresh approach from Dairy Australia for its successful Legendairy platform, which was established in 2013 to help promote Australia’s dairy industry.

Kicking off the campaign is the endearing character of Deb, who takes her rigorous training and commitment to the ‘job’ seriously, training in her lounge room, backyard and even bathroom.

Together with her supportive trainer, mentor and nutrition-adviser husband Gary, viewers find out what it takes to excel in the waterslide testing field, and the integral role milk plays in rehydration and repairing her tired muscles after a tough day’s work.

Dairy Australia’s group manager for industry promotion Isabel MacNeill admitted the new Legendairy campaign is unlike any other for the industry body.

“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 said.

“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.

“In the first phase of the campaign, there is a strong underlying message about milk’s amazing ability to help bone development and muscle recovery: benefits that can’t be replaced by any alternatives. It’s all about pure, simple, Australian goodness.”

The amazing qualities of dairy products are further explored when the focus shifts from milk to cheese later in the year and introduces Jude Vale, the stand-in bridesmaid whose secret weapon is a good cheddar, brie or feta to get her through any occasion.

With the unifying tagline, “It’s amazing what dairy can do”, the series will showcase the benefits of having milk, cheese and yoghurt through the characters who embody dairy’s positive attributes.

The first campaign TVCs launched last night and are being supported by digital, outdoor, radio and magazine executions over the coming months. The launch coincides with the inaugural renaming of February to ‘Februdairy’ across a range of Bauer media titles and a below-the-line campaign leveraging Legendairy ambassador Michael Klim and other well-known faces.

A dedicated campaign site complete with behind-the-scenes footage, long form videos, and unique content from Deb and Gary Poole is on the Legendairy website. See here to get to ‘know’ them.

Latest News

TAC & Taboo Urge Victorians To make Roads Safer In ‘This Christmas’
  • Media

TAC & Taboo Urge Victorians To make Roads Safer In ‘This Christmas’

The TAC and Taboo have created a high impact, interactive campaign encouraging all Victorians to play their part in making our roads safer – ‘This Christmas’. The activation is filled with thousands of brightly coloured ribbons featuring messages written by real Victorians, to encourage us to all stay safe for the merriest Christmas both on […]

NITV Announces Four Indigenous Executive Appointments
  • Media

NITV Announces Four Indigenous Executive Appointments

National Indigenous television service NITV has announced four senior Indigenous appointments who will be responsible for growing its on-air and online platforms. Rhanna Collins, a proud Palawa woman, has worked at NITV for the past four years and has been appointed as executive editor, working across the TV station’s news and current affairs digital and […]

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends
  • Campaigns

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends

Queensland’s Transport and Main Roads Department (TMR) and creative agency Publicis Worldwide are targeting drink-driving over the holiday season with a new road safety campaign launching this week. The campaign is encouraging people to organise a #LiftLegend to make their way home. Set to the Bette Midler classic, Wind Beneath My Wings, this is the […]

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy
  • Marketing

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy

The Association of Market and Social Research Organisations (AMSRO) today applauded the Australian Competition and Consumer Commission’s (ACCC) preliminary Digital Platforms Inquiry report and proposals to further protect the privacy of individuals across the digital landscape.

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform
  • Advertising
  • Technology

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform

AppNexus, a Xandr company and leader in advertising technology, has announced that agreements with many direct publishers in the AppNexus marketplace and partnerships with third-party transparency companies have facilitated one of the programmatic advertising industry’s first fee-transparent supply-side platforms (SSP), giving buyers an unprecedented level of visibility into technology fees. “Through our policies and partnerships, AppNexus […]