Marketing Campaigns
Dairy Australia delivers a range of marketing campaigns targeting the dairy community to promote the unique health benefits of Australian dairy, the industry commitment to sustainability and the job opportunities available on dairy farms.
Aussie Dairy Matters
From 2019 to 2024, Dairy Australia delivered the Aussie Dairy Matters campaign demonstrating that what matters to the community (environment, animal wellbeing and health), also matters to the dairy industry.
The campaign highlighted the unique health benefits of milk, cheese and yoghurt, and demonstrated the actions of farmers and manufacturers take to produce dairy foods in a sustainable way.
‘You Ask, We Answer’ on dairy.com.au enables the community to submit dairy-related questions that are answered by experts such as farmers, scientists, dietitians and vets. With over 600 questions, it has attracted more than 1.7 million visitors.
The campaign effectively built community trust and improved consumer perceptions of the dairy industry and products. Watch the campaign advertising below.
Dairy Jobs Matter
To attract people to work on dairy farms, the Dairy Jobs Matter campaign delivered in 2022 to 2024 showcased the benefits of working in the industry, such as animal care, job variety and career growth.
Targeting jobseekers in dairy regions, the campaign used regional and social media, influencers and advertising to direct them to an online jobs board on dairy.com.au to apply for jobs and connect with farm employers. It also included a partnership with Humans of Agriculture.
The campaign reached a large audience, generating considerable awareness and interest in dairy farm jobs. Watch the campaign advertising below.
Planet Shapers
Dairy Australia showcased farmers protecting the environment in the Planet Shapers docuseries airing on Channel 10 in late 2023, which was further promoted on digital and social media platforms.
The episode features Gippsland dairy farmers Sandra Jefford and Wilco Droppert and their sustainable practices including solar panels, wind turbines and native trees. Graeme Nicoll, Sustainability Framework Steering Committee Chair, also discusses the dairy industry’s commitment to health, sustainability and animal welfare. Watch the episode below.
Simple Greatness
In 2025, Dairy Australia’s campaigns are targeting younger Australian adults by focusing on dairy’s unique health benefits, addressing health concerns and reinforcing the industry’s sustainability story.
The Simple Greatness campaign will remind Australians of the simple greatness of Aussie Dairy through television, video, social and digital advertising including Spotify. It will focus on core dairy foods—milk, cheese and yoghurt—highlighting their everyday importance as recommended in the Australian Dietary Guidelines. Watch the campaign advertising below.