Dairy Australia: Doing it like the Dairy-atrics
Healthy Bones Action Week provides a platform to reinforce to Australians the benefits of dairy as part of a balanced diet. To land the message with consumers we needed to find a creative platform to talk to older Australians specifically.
To celebrate, we summoned a group of kick-ass older Australians living active lifestyles to share the benefits of dairy consumption.
From surf lifesavers to walking basketball teams, these dairy-atrics acted as the mouthpiece for campaign.
In addition, we shared new data on recommended serves to secure news media.
Throughout the week, we secured a total of 318 media hits across print, online, TV and radio.
Coverage reached over 3,000,000 people, with 100 per cent key message retention.