PROGRAM WHAT WE SAID WE’D DO WHY WE DID IT WHAT DID WE ACHIEVE? Dairy and Weight Management Build on the launch campaign of mid-2005, and provide additional reasons to believe that dairy has a positive role to play in weight management Encourage appropriate daily intake of dairy for targeted consumer segments to improve weight management New print advertising and radio advertorial campaign launched in first half of fiscal year, promoting dairy’s protein content and satiety benefits. Continuation of campaign in 2nd half of year cancelled due changes in funding and priorities. Despite this, the program consistently achieved its target having 45% or less of women surveyed being concerned that consuming dairy food will increase their weight Food Communications Position dairy as contemporary, diverse and relevant to modern eating styles Provide a ‘call to action’ through usability, food ideas and trends to ensure dairy does not fall off the repertoire; and create a greater emotional attachment between consumers and dairy foods – with respect to quality and enjoyment Increase the awareness of the diversity and versatility of Australian dairy products Increase demand of value added dairy foods at the high end, in line with consumers’ shifting food consumption patterns Food Media Established regular dairy presence on three national TV food programs (Fresh TV, Food4Life, The Morning Show) - including interactive components, website links and substantial industry co-investment Redevelopment of food pages on www. dairy.com.au, maintained position as biggest driver of website traffic. (e.g. up to 1800 hits post Fresh segments) Media Recipe Service – monthly email bulletins to media resulting in dairy food coverage in regional/rural/local press with total audience (viewing opportunities) of more than 148,000,000 Australian Grand Dairy Awards More than 27% of consumers surveyed were aware that the Australian Grand Dairy Award (AGDA) logo on food packaging denotes an Australian award winning product Updated AGDA logo resulting in stronger stand-out and on-pack adoption by manufacturers Online entry system for judging implemented and well-accepted by industry Further developed awareness of AGDA as a sign of quality through PR exposure – 2.7 million readers All winning manufacturers have proactively leveraged their win through PR, advertising and on-pack branding, valued at over $1.3 million AGDA manufacturer audit summary found that winning an award is seen as very prestigious, with strong credibility amongst industry and food media and being a winner adds significant value to their business Australian Cheese Education New direct Australian Cheese Please program aimed at deli channel, attracted a 30% sign up rate for delis nationally ROGRAM WHAT WE SAID WE’D DO WHY WE DID IT WHAT DID WE ACHIEVE? Health Professionals Encourage health professionals, typically general practitioners (GPs) and dietitians to actively recommend three daily serves of dairy to their patients Influence health professionals to recommend the appropriate daily intake of dairy for patients Maintain a positive consumer perception of dairy through the media Tracking research found campaign targets were achieved: • Only 9% of GPs would generally recommend a decrease in consumption of low-fat milk, and 5% a decrease in low-fat yogurt to obese patients • 81% of GPs believe a healthy target for post-menopausal female patients is at least three daily serves of dairy • 59% of GPs rated the credibility of diet and nutrition information from Dairy Australia as ‘very credible’ or ‘extremely credible’ • 96% of dietitians believe a healthy daily target for post-menopausal female patients is at least three daily serves of dairy Nutrition Issues Management Communicate dairy’s nutritional and health qualities via the media, in order to increase consumption among consumers, maintain the public’s confidence in dairy and protect consumption Maintain a positive consumer perception of dairy through the media Eight media releases were prepared resulting in 95 pick-ups in print, on radio and TV Eleven negative media articles were responded to and 10 industry briefings were distributed Information and interviews were provided in response to 46 media enquiries Program of fortnightly guest spots on Shepparton radio continued until September 2006 Bi-annual 'health matters' radio segment with Dr John D'Arcy commenced Initiated a new media training program and network for regional dietitians Tracking research revealed that: • 85% of GPs agree that they are concerned that if post menopausal female patients don’t consume dairy foods daily they are at risk of developing Osteoporosis • An increase of 8% in the number GPs who agree that low fat dairy foods may reduce high blood pressure • 75% of dietitians agree that low fat dairy foods may reduce high blood pressure • 84% of GPs now recommend three or more serves of dairy per day as a healthy daily target for children aged 9-11 • 84% of women aged 18 to 65 years ‘agree somewhat’ or ‘agree strongly’ that they trust in dairy foods as a healthy food • Only 19% of women aged 18 to 65 years ‘agree somewhat’ or ‘agree strongly’ that there are concerns about the effects of dairy on health
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