Dairygood For Life campaign
'Dairygood for life' is Dairy Australia’s advertising campaign highlighting the benefits of including 3 serves of dairy in your diet every day, whether you're 2 or 102.
To view the 'dairygood for life' ad simply click on the arrow in the middle of the screen below:
ABOVE: Long version 'Babyhood to Parenthood'
The ad tells the story of a woman growing from babyhood to parenthood. It celebrates how dairy is an integral part of her life, helping her come full circle to raising her own healthy, happy child. Shorter versions of the main ad execution highlight the various benefits of consuming dairy – both health and enjoyment benefits.
Contributing to the Health of the Nation
Dairy as a food has helped to underpin the growth and development of generations of Australians. Over the years, consumers have come to take dairy for granted and presume they are eating enough of it.
However, research shows the majority of both children and adults are not achieving their RDI of calcium as an essential nutrient. This is of concern, as dairy foods are the largest source of calcium in the Australian diet.
The campaign targets mothers of children 1-17, based on their pivotal and broad-reaching role as grocery buyer, role model and gatekeeper for food purchases and consumption. Our research also shows that mothers need to set a good example, as the more dairy foods they eat, the more likely their children are to eat more dairy foods as well!
For more information about the nutritional content of dairy foods, please click here.
In previous years, Dairy Australia has also run magazine advertising campaigns to address mis-perceptions about dairy. In particular, many consumers over-estimate the amount of fat in dairy, particularly regular fat milk (3.8% fat) and yogurt (3.4% fat). This misperception can lead them to avoid dairy, making it difficult for them to get all the essential nutrients they need every day.
Many consumers are also not aware that dairy, particularly milk, cheese and yogurt, contains protein. Protein helps you feel full without weighing you down.
Magazine advertising examples
Fat Education - Milk Advert
Fat Education - Yogurt Advert
Milk's Satiety Benefit Advert
Yogurt's Satiety Benefit Advert