Dairy Australia creates a splash in launch of refreshing Legendairy campaign via 10 feet tall
Australians last night met ‘Deb Poole’, the professional waterslide tester and mum of three whose extraordinary career is fuelled by milk, as Dairy Australia’s new campaign, via 10 Feet Tall, launched nationally during Channel 7’s highly anticipated mini-series, ‘Molly’.
The first of a series zeroing in on hero dairy products, the campaign follows seemingly ordinary characters with extraordinary jobs – made possible thanks to the amazing benefits of Australian dairy.
The latest creative is a fresh approach from Dairy Australia for its successful Legendairy platform, which was established in 2013 to help promote Australia’s dairy industry.
Kicking off the campaign is the endearing character of Deb, who takes her rigorous training and commitment to the ‘job’ seriously, training in her lounge room, backyard and even bathroom.
Together with her supportive trainer, mentor and nutrition-adviser husband Gary, viewers find out what it takes to excel in the waterslide testing field, and the integral role milk plays in rehydration and repairing her tired muscles after a tough day’s work.
Isabel MacNeill, Dairy Australia’s group manager for industry promotion, admitted the new Legendairy campaign is unlike any other for the industry body.
Says MacNeill: “Being noticed is key; and creating fun characters is extremely powerful when it comes to getting people talking, sharing messages, and eventually changing behaviours.
“It’s tongue-in-cheek, yes, but it’s been developed on a foundation of fact. Research shows that eight in 10 Australian adults do not consume the daily recommended milk, cheese and yoghurt intake and that confidence in dairy has been declining over time. Under consumption of core foods, like dairy, can have negative health consequences.
“In the first phase of the campaign, there is a strong underlying message about milk’s amazing ability to help bone development and muscle recovery: benefits that can’t be replaced by any alternatives. It’s all about pure, simple, Australian goodness.”
The amazing qualities of dairy products are further explored when the focus shifts from milk to cheese later in the year and introduces Jude Vale, the stand-in bridesmaid whose secret weapon is a good cheddar, brie or feta to get her through any occasion.
With the unifying tagline, “It’s amazing what dairy can do”, the series will showcase the benefits of having milk, cheese and yoghurt through the characters who embody dairy’s positive attributes.
The first campaign TVCs launched last night and are being supported by digital, outdoor, radio and magazine executions over the coming months. The launch coincides with the inaugural renaming of February to ‘Februdairy’ across a range of Bauer media titles and a below-the-line campaign leveraging Legendairy ambassador Michael Klim and other well-known faces.
A dedicated campaign site complete with behind-the-scenes footage, long form videos, and unique content from Deb and Gary Poole is on the Legendairy website (debpoole.legendairy.com.au).
Client: Dairy Australia
Group Manager for Industry Promotion: Isabel MacNeill
Consumer Marketing Manager: Glenys Zucco
Agency: 10 feet tall
Managing Partner: Joseph Meseha
Creative Director/Art Director: Stuart Black
Strategy/Writer: Derek Craig
Account Director: Pia Moore
Production Company: Curious Film Sydney
General Manager: Peter Grasse
Producer: Daniel Higgins
Director: Robin Walters
17 Comments
how strange that this Aussie Aussie Aussie ad was shot in New Zealand…
This suffers from the fact that I am comparing it to the dairy campaign that Colenso just launched for Anchor. This is sadly not in the same league.
i dont mind them. They are cool
how can you go wrong with a professional waterslide tester? nice work
I thoroughly enjoyed this! top work guys
Chris Lilley will be very flattered.
I really like it. Made me laugh.Well done Derek and crew and Curious.
Cringing. Just cringing.
I really love the LEGENDAIRY platform. I know it was written by Sean Cummins. ..so why is this agency doing it?
Love LEGENDAIRY!
…of the difference between NZ & AU right now.
NZ clearly have braver clients and better creative thinking. Put this up against the Anchor work and it is not even close. Everyone here really needs to step up their game, we’re becoming the poor cousins compared with Auckland.
@ Aussie ad comedy
Yes!! Definitely some Chris Lilley refs here.
Rubbish ad. Milk is NOT a health food. Tells me that they are running scared. Gut issues, allergies, bad breath, brittle bones and mucousy bowels and mouth – yum. Give the milk to the babies (ie calves, not humans). After all, they are dying so you can drink it. Or if lucky, they live a few months so you can chow down on veal. Pfft.
Is anyone else bothered by these Kiwi actors putting on terrible Aussie accents?
Well played.
@Grown adults don’t wean
I think you might be on the wrong blog, sweetie.
Try here: rantingvegans.tumblr.com
Peace and joy,
xx
Funny shit