Lion Dairy & Drinks launches campaign to make milk matter again

Lion Dairy & Drinks has launched ‘Milk Loves you Back’ featuring brand ambassador and former AFL player Shane Crawford, to remind Australians of milk’s goodness.

In the one-minute video by AJF, Crawford talks about how drinking milk helped him achieve his goals in AFL.

The social campaign also includes nutritionist Katrina Strazdins discussing the health benefits of having three serves of dairy a day.

Professor Louise Burke, head of sports nutrition at the Australian Institute of Sport, promotes the protein, calcium, minerals and B vitamins in milk.

Darryn Wallace, Lion Diary & Drinks marketing and innovation director, said in a statement: “Research shows many Australians are confused about – or have forgotten – how nutritious our milk is and the goodness it brings to all the dairy foods we love.

“With the launch of the Milk Loves You Back campaign we’re reassuring shoppers that when they pick up any Lion milk carrying the logo, they’re getting the goodness of eight essential nutrients naturally contained in our milk,” he said.

The campaign will air across social and on

Adam Francis, ECD of AJF Partnership, said: “We are proud to help Lion Dairy & Drinks launch a campaign that reminds Australians of the importance of choosing nutritional food is as easy as choosing milk. Quite simply if you love milk, the good news is with eight essential nutrients, milk loves you back.

“Our creative is a simple one to remind people of all the benefits a glass of milk delivers.”


  • Creative Agency: AJF
  • PR Agency: Alt/Shift

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