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.

Please login with linkedin to comment

experiences Fast Ed YouTube

Latest News

Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.