Dairy lobby opts for humour over ‘well-meaning’ health messages to boost sales

Dairy Australia will roll out a series of quirky characters to support its latest Legendairy Milk campaign as the industry body hopes to convince consumers of the health benefits of eating dairy products.

The industry has placed its faith in a new humorous set of characters, opening with the fictional Deb Poole – a mother and professional waterslide tester. In the first instalment, Deb tests a slide while coached by her mentor husband, Gary.

Group manager for industry promotion, Isabel MacNeill, told Mumbrella the campaign was about getting the industry noticed again by customers.

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