EPost-advertising research results showed a positive impact on consumer attitudes and consumption behaviour. Household consumption research showed that among those who saw the campaign, the campaign generated a 5 per cent increase in the value of milk, cheese and yogurt purchased and a 2 per cent increase in volume purchased verus the period prior to advertising. This compared favourably to results among those not exposed to any dairy advertising as well as those only exposed to branded dairy advertisements, where both volume and dollar sales impact either declined or were flat versus the prior period. Tracking research on consumer attitudes also showed that among those aware of the ‘dairygood for life’ campaign, there were positive shifts in the related key performance indicators, achieving or exceeding the program targets. This result was not achieved among those not aware of the advertising, as shown in the table below. Key Performance Indicators Among women who saw ‘dairygood for life’ advertising Among women who did not see ‘dairygood for life’ advertising Target Score Percentage of women who strongly agree that dairy foods provide a wide range of vitamins and minerals 45percent 38percent more than 45percent Percentage of mums who agree strongly that dairy foods are essential for the growth and development of children 84percent 69percent more than 80percent Percentage of women 18-65 respondents that 'agree somewhat' or 'agree strongly' that there is concerns about effect of dairy on health 15percent 21percent less than 15percent Percentage of women 18-65 respondents that 'agree somewhat' or 'agree strongly' that they trust in dairy foods as a healthy food 88percent 82percent more than 80percent DISCOVER DAIRY FOR GOOD HEALTH Business group: NM Program: Dairy Nutrients o A new education resource for teachers and students highlighting dairy’s health and nutrition benefits o Demonstrating Dairy Australia’s credibility in nutrition information In May 2007, Dairy Australia introduced a primary schools online resource to help teachers, students, canteens and parents appreciate the health benefits of dairy food as part of a healthy lifestyle. The Discover Dairy website is accessed through www.dairy.edu.au and is part of Dairy Australia’s Kids Education program designed to highlight the health benefits of consuming three serves of dairy a day. In today’s environment, where childhood obesity is a major concern, schools have an important role to play in promoting healthy eating to students. A healthy diet can help children achieve their full potential. The free website features resources for teachers and their students, canteen staff and parents. Teachers can source lesson ideas and activity sheets to include as part of their curriculum. Students enjoy interactive learning about the health benefits of some of their favourite foods. Canteen staff have access to information to encourage students to make healthy lunch and snack choices. And parents can also use the site to reinforce positive eating habits at home. The first Discover Dairy module, ‘Unbeatable Bones’ covers the importance of building and maintaining healthy bones. According to the last National Nutrition Survey, more than half of all Australian children did not meet their recommended dietary intake of calcium and 82 per cent consumed less than three daily serves of dairy foods. The website will operate as Dairy Australia’s new platform among school teachers and canteen managers to assist these key influencers to promote and protect dairy consumption among consumers. Additional modules and programs will be added, educating not only about dairy’s health benefits but also about dairy farming. The initial response to the website was extremely positive with more than 1100 unique visitors in the first three weeks. Previous research among school teachers had indicated that Dairy Australia is perceived as a highly credible source of nutrition information.
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