DairyNZ is the dairy industry’s science research and advocacy organisation. Today, it’s a tough job. Negative public perceptions risk increased government regulation, potentially impacting our biggest export industry.

Our job was to tell the other side of the dairy story without being defensive, apologetic or greenwashing. Our strategy was to show the human face of dairy and make people smile to build likability and pride. To anchor DairyNZ marketing, we developed a platform that framed the essence of what motivates dairy farmers - to be here for the long game. 

We launched with a recruitment campaign targeting everyone. Using a real dairy farmer, we surprised people by choosing a young Māori female to lead the campaign. Dairy isn’t old, pale and male after all. 

Quarterly pride and trust measures saw an immediate increase and stage two is in development.

Channels: Broadcast TV, BVOD, digital video, social, native, PR.