GoDairy campaign

The 2010/11 GoDairy™ campaign was a significant change in direction and is aimed at showing New Zealanders how much they have to be proud of in the country's dairy industry.

The television commercial tells the story of a Kiwi dairy farmer who goes round the world on his quad bike and returns to New Zealand with the realisation that while other countries may have more land, money, people, rain and sun than us, when it comes to dairy, New Zealand is the world leader, exporting to over 140 countries, feeding over 100 million people and accounting for a third of the world's dairy trade.

The print ads provide further evidence for the statements made in the television commercial, showcasing some of the innovation and achievements of the industry and enabling New Zealanders to feel proud of how good we are at dairy farming here.

The work has been further extended with work in the primary education sector developing resources for primary schools. These use dairy farming as a context for learning in both science and social studies and was launched in 2011.