Social relations agency, Haystac, part of the BWM Dentsu Group, has been appointed PR agency for Dairy Australia following a competitive pitch.
As the national services body for the dairy industry, Dairy Australia supports the profitability and sustainability of dairy farming and its role in producing quality, nutritious food, while committing to the care of animals, the environment and supporting dairy communities.
The brief will see Haystac working to increase awareness among consumers and key opinion leaders about the benefits of dairy for health and nutrition, as well as rallying both consumers and the broader industry to buy Australian dairy and support local dairy communities.
Haystac, with the support of its sister agency, Cox Inall – who has specialist expertise in agribusiness – will be responsible for a full suite of communications services including media relations, education campaigns to schools, healthcare professionals and key stakeholders, content creation and regional activations.
Simone Pipkorn, Managing Director, Haystac, said the business was proud to partner with Dairy Australia to drive greater value in the Australian dairy industry.
“Dairy Australia is an incredible organisation. We are excited to partner with the Dairy Australia team to promote the local dairy industry and the communities they support to media, stakeholders and the communities it supports,” said Ms Pipkorn.
Kendra Campbell, General Manager – Marketing and Communications, Dairy Australia, said Haystac’s enthusiasm, capability, creativity, and strong strategic thinking stood out in the competitive pitch process.
“Haystac impressed us throughout the pitch process with their deep understanding of the nutritional importance of dairy to all Australians and the value of our dairy communities,” she said.
“The unique capabilities presented from the consumer, FMCG and healthcare strengths of Haystac and their ability to draw on the agribusiness expertise from the Cox Inall team made Haystac a standout partner for our business,” concluded Campbell.
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