Dairy Australia farmers are ‘here for you’ in TVC

The farmers of Dairy Australia want Australians to know they are ‘here for you’ during the coronavirus pandemic, sending their messages of support in a new TVC.

Australians are at their best when they’re supporting each other, says the ad, and as the panic buying subsides and we return to our normal lives it’s important to remember there have been struggles before and we overcome them together.

The ad was shot by farmers, their families and dairy processors, and brought together by creative agency Elmwood. Over 60 farming families got involved.

The campaign continues Dairy Australia’s brand platform, ‘Dairy Matters’, which launched last year.

Glenys Zucco, communications strategy manager for Dairy Australia, said the country’s resilience throughout the pandemic is testament to its community spirit.

“We know empathy, altruism and community spirit is increasingly more important to Australians during this pandemic so we felt it was the right time to tell our community’s story—in their own voice. Panic buying in our cities has stopped, thankfully, but we’d still like to reassure Aussies that our dairy families continue to be here for them,” Zucco said.

“We felt it was important to let Australians know that their health and nutrition matters. And as a community, dairy is here for you.”

Paul Greskie, associate creative director at Elmwood, added: “Authenticity was important to us: to be able to show real faces working hard behind the scenes to supply dairy to Australians. Even our voice over was a real dairy farmer.”

The TVC will be supported by sponsored posts on social media.

The next instalment of the ‘Dairy Matters’ platform will be released later this year.


Client: Dairy Australia

Creative agency: Elmwood Melbourne
Communications Strategy Manager: Glenys Zucco
Associate Creative Director: Paul Greskie
Copywriter: Phon Vongdara
Account Director: Gemma Tedford
Account Manager: Kayla Streatfeild
Director and Editor: Hamish Macgregor
Media agency: Hatched


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