Dairy Australia celebrates a ‘Legendairy’ industry in a new campaign via CumminsRoss Melbourne
Australia’s dairy industry is showcasing its resilience, pride and tenacity with the launch of a major new communications initiative from Dairy Australia and CumminsRoss Melbourne, set to break nationally on August 4.
The new “Legendairy” platform moves dramatically away from traditional product promotion to put the spotlight on the industry as a whole, with an emphasis on telling the inspirational stories of the people behind the product; celebrating Australia‟s Legendairy dairy farmers, the quality dairy foods they produce and their contribution to the Australian economy.
The fully integrated communications strategy will see eight new Legendairy advertisements airing across all mediums with extensive below the line support ranging from public relations to grassroots sponsorships and visibility in Australia‟s eight regional dairy communities as part of an initial three year strategy.
It’s the first major dairy advertising campaign for six years from Dairy Australia and recent overseas experience highlights the fact that non-branded dairy advertising works.
In fact, generic dairy advertising recently resumed in the UK after five years successfully halted the decline of milk sales by 82 million litres within just 18 months.
Dairy Australia, however, hopes its new initiative will do a lot more than simply increase sales.
Says Isabel MacNeill, Dairy Australia’s group manager for industry promotion and product innovation: “It’s all about giving the industry a well deserved boost. We want to tell the story of Australia’s dairy industry and it doesn’t stop at just milk.
“In the face of recent tough times, Australia‟s dairy farmers have continued to grow and care for their $4 billion dairy industry. The Legendairy campaign will champion the dairy industry, sharing stories of innovation, provenance and personal triumph. We believe this focus will connect the farming community with its consumers.
“We know that generic advertising has a direct impact on dairy sales and consumption and feel the mix of product and people based stories will help restore confidence in the industry.
Also working with public relations agency, Porter Novelli, the Legendairy campaign initially delivers eight advertising executions running across television, print, digital, radio and an exclusive sponsorship of the Melbourne Victory versus Liverpool FC match on 24 July.
Sean Cummins, CumminsRoss chief executive officer said Legendairy will get Australians thinking differently about dairy in the long-term.
Says Cummins: “The Legendairy campaign is playful and genuine. It’s not just about marketing milk; we’re sharing the bigger picture – a mosaic of stories with one clear message: our Aussie dairy farmers and Australian dairy products are Legendairy.”
14 Comments
LEGENDAIRY is a great platform to work from. Well done CR.
That is pun-tastic, even for me.
Pun-minsRoss.
(I know, not perfect but u get what I was going for.)
Looks like a hype film but LEGENDAIRY has legs. It”ll work till the cows come home.
Seems like they’re milking it for all its worth.
So from the previous Dairy Australia campaign line they’ve removed one word, and added an ‘I’? Wow, Legendary Stuff!
Err thanks for your pitch video.
How embarrassing, they go to all the trouble of making a hype film and then spell ‘Legendary’ wrong, it doesn’t have an ‘i’ in it.
Is this an ad campaign or a pitch video?
This agency loves a play on words… Enwhitenment?
This agency gets criticised because it does things to its own beat.
But you cant argue the quality of their platforms.
Don’t hold back, I bought JEEP, A Pearl becomes you, Worldly, and now LEGENDAIRY.
They are clever advertising people.
We should show more respect.
I’ve seen their pitch videos. And they’re better than that.
Agree with @Great lines. I’m currently working with the guys there at Cummins Ross and I have to say they do beat to a different drum, and with so much long standing work and some really entrepreneurial, fast thinking, passionate and smart people that leave the big monster agencies for dead. Loving it actually.
It is easy to criticise people who don’t do what everyone else does. They’re the ones that are ahead of the game most likely. The more people bitch, the more CR should be happy as it just proves they’re ahead.
Sorry but this campaign is a blatant attempt by DA to assuage its levy payers. Nothing more.
A scandalous waste of money, especially given that the so called “fully integrated” campaign has lots of expensive ads, a woeful website and about 300 Twitter followers (mostly dairy insiders).