Australia’s Legendairy communications initiative has been deemed the world’s best dairy marketing campaign by the International Dairy Federation (IDF). In early December, at the IDF World Dairy Business Meetings in Paris, Legendairy won the Yves Boutonnat International Milk Promotion award for its innovative nutritional marketing communication.
“Legendairy has … provided a positive platform that the whole industry has been able to get behind. And the positive sentiment continues to grow as more and more farmers embody the spirit of Legendairy and get involved," said Dairy Australia’s Isabel MacNeill, group manager of industry promotions. "Receiving this award is acknowledgement that the Legendairy platform is hitting the right mark with farmers, the producers and everyone associated with our industry.”
Launched in 2013, Legendairy is a fully integrated communications strategy across print, TV, digital, radio and outdoor advertising, with extensive below-the-line support ranging from public relations to grassroots sponsorships driving visibility in Australia’s eight regional dairy communities.
The support has been particularly evident online, where hundreds of farmers and producers have been engaging with Legendairy’s Facebook and Twitter accounts. A Legendairy Facebook competition that called for sunset and sunrise photos depicting typical starts and ends to farmers’ days was indundated with entries.
Legendairy activity last year centred around building awareness. Now in its second phase, the communications campaign is now focused on changing patterns of consumer behaviour to increase Australians' overall dairy food consumption. It is urging Australians to ‘Start and End Every Day with Dairy. Legendairy’ and to think beyond the usual ‘milk at breakfast’.
“Nutritionally, getting enough of the nutrients in your diet that dairy products provide can make a very positive impact to the health of most Australians,” MacNeill said.
If the message is heeded, it will be a win-win for Australian dairy farmers and the public.