Dairy Australia has developed the Dairy Matters campaign in the past 18 months to address community perceptions and trust issues around dairy farming. The organisation’s strategic marketing focus has shifted from driving consumption to maintaining social licence to operate, addressing the level of acceptance or approval by the community to function.
Dairy Australia communications strategy manager Glenys Zucco said commissioned research identified the demographic to target, “changemakers”, which comprise 46 per cent of the population.
Ms Zucco said changemakers argued they were not given enough transparent information on areas they see as important in informing their opinion — health and nutrition, animal and farmer welfare and sustainability.
She said to build trust with this audience Dairy Australia committed to more challenging conversations to acknowledge concerns. A dedicated website has a ‘‘You Ask, We Answer” function where consumers ask questions and responses are published. But dealing with changemakers is not cheap. The direct Dairy Matters campaign investment this year to date is $1.3 million, including creative costs, media and public relations.
Ms Zucco said the cost was justified as consumers had more questions about dairy than ever and “unfortunately” there is a lot of misinformation available.
“The Dairy Matters campaign ensures we are part of the conversation and providing factual information so the public can make an informed opinion,” Ms Zucco said.
“The industry will need to continue to provide relevant information and address consumer concerns or questions.”