Improved health outcomes

People on a field

Increased marketing to reach more mums

The campaign strategy and implementation of the Legendairy program has been refined.

Heading into its third year, the Legendairy marketing campaign, led by Dairy Australia, will be refocused to achieve greater cut-through and impact.

Lessons from past activities and insights gained from recent qualitative and quantitative consumer research will underpin the new approach. This research identified that although dairy foods are not always top of mind and dairy usage is often incidental, they are highly valued in the diet – being delicious, healthy, natural and an essential part of a balanced diet.

The original campaign budget has been boosted from $1.45m to $2.5m, which will expand the reach to 2.6 times more mums nationally and ensure there is TV presence.

The outcomes of the program will continue to be assessed throughout the next two years.