Dairy Australia appoints Haystac to its PR account

Haystac has been appointed to the PR account for Dairy Australia, following a competitive pitch.

Dairy Australia, the national services body for the dairy industry, supports the profitability and sustainability of dairy farming and its role in producing quality food products while committing to the care of animals and the environment. Haystac has been tasked with increasing awareness among consumers and key opinion leaders about the benefits of dairy for health and nutrition.

“Dairy Australia is an incredible organisation. We are excited to partner with the Dairy Australia team to promote the local dairy industry and the communities they support to media, stakeholders and the communities it supports,” said Haystac managing director, Simone Pipkorn.

Haystac will be supported by sister agency in the BWM Dentsu group, Cox Inall, which specialises in agribusiness. The agency’s remit includes media relations, education campaigns to schools, healthcare professionals and key stakeholders, content creation and regional activations.

Kendra Campbell, general manager of marketing and communications at Dairy Australia, said Haystac stood out in the pitch process for its capabilities, creativity and strategic thinking.

“Haystac impressed us throughout the pitch process with their deep understanding of the nutritional importance of dairy to all Australians and the value of our dairy communities,” she said.

“The unique capabilities presented from the consumer, FMCG and healthcare strengths of Haystac and their ability to draw on the agribusiness expertise from the Cox Inall team made Haystac a standout partner for our business.”

Recently, Haystac was named PR agency of record for Sigma Healthcare, expanding upon its previous remit on the Amcal and Guardian brands to include Chemist King, Discount Drug Store Pharmasave and WholeLife.

Last year, the agency brought on the PR account for automotive brand Jaguar Land Rover, following a competitive pitch.


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