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
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