Dairy Australia has appointed independent communications agency Keep Left as its PR and influencer agency of record following a competitive pitch, handing the agency a three-year remit spanning earned media, influencer engagement and reputation-building.
Under the appointment, Keep Left will support the delivery of Dairy Australia’s community marketing program, which is designed to build trust in Australian dairy, encourage consumption and strengthen connections with consumers through an integrated communications approach.
The program brings together consumer marketing, health professional engagement, school initiatives and farmer ambassador programs under Dairy Australia’s Aussie Dairy communications platform.
Dairy Australia head of marketing Glenys Zucco said Keep Left impressed during the pitch with its cultural frame methodology and understanding of dairy’s place in Australian life.
“Keep Left demonstrated a strong understanding of the role dairy plays in Australian culture and communities and brought a clear methodology for how that story can be told in a more relevant and engaging way,” Zucco said.
“We were looking for a partner that could combine strategic rigour with strong earned media and influencer capability, and Keep Left showed they could bring both.”
Keep Left head of PR Gillian Gosling said the agency would focus on strengthening community trust while highlighting dairy’s role in everyday Australian life.
“Dairy Australia plays an important role in supporting one of the country’s most significant agricultural industries, while also helping Australians understand the value of dairy in everyday life,” Gosling said.
“Our cultural frame methodology looks at the five lenses that shape how people think, feel and behave. For Dairy Australia, that means identifying where dairy already has cultural relevance, and finding credible, creative ways to build trust, pride and connection.
“We’re proud to be partnering with Dairy Australia on a long-term program that brings together PR and influencer engagement to support community trust and inspire more Australians to choose local dairy with confidence.”
The appointment adds to Keep Left’s client roster across the food and FMCG, health, financial services, public sector, technology and purpose-led sectors.
