Legendairy coup for 10 feet tall with win of the Dairy Australia Industry Promotions business

CB Exclusive – CB can reveal that Melbourne agency 10 feet tall has been awarded the Dairy Australia Industry Promotions business after a recent pitch.

The agency has been appointed to build on the ‘Legendairy’ platform successfully established in 2013 by former agency cumminsandpartners, which was not included in the pitch.

‘We’re naturally very excited at the appointment as it now finally enters us into a space in the dairy and food categories where our team has all had great experience in the past,’ said Derek Craig, a partner at 10 feet tall.

Adds Joseph Meseha, MD at 10 feet tall: “Dairy Australia has very clear objectives moving forward and has been extremely transparent throughout the process, so we’re looking forward to developing a great partnership with them.”

In a search for an all-round medium sized, integrated agency, the appointment was based on very specific needs for 2015/16. Since its launch in 2013 Legendairy has been showcasing the resilience, pride and tenacity of Australia’s dairy industry.

“The Legendairy platform puts the spotlight on the industry as a whole; celebrating Australia’s Legendairy dairy farmers, the quality dairy foods they produce and their contribution to the Australian economy”, says Dairy Australia’s Group Manager for Industry Promotion and Product Innovation, Isabel MacNeill.

Dairy Australia has identified the future challenge is to inspire increased dairy consumption by encouraging people to make a conscious decision to eat more milk, cheese and yogurt.

“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,” says Ms MacNeill.

The win comes on the back of three other significant wins so far this year for 10 feet tall, that include projects in the banking, automotive and property categories.

‘Now that the pitch is over we are just keen to get on with this next challenging phase for Dairy Australia,’ says Joseph.