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Go Dairy™ – AdultThe ultimate aim of the Go Dairy campaign is to enhance the public reputation of the New Zealand dairy industry. The aim of this project is to encourage greater national support for dairy farming by promoting its benefits and achievements via a core creative concept that engages the public in an emotional way to increase their understanding of the relevance and importance of New Zealand’s dairy industry. This project targets an adult audience, and will involve an advertising campaign which makes use of the Go Dairy television commercial created in the 2010/11 schedule, with either the same or new print creative, reinforcing similar messages to the 2010/11 campaign. The content and messages of the campaign will be based on the results of the public perception research conducted by Perceptive and presented to DairyNZ in May/June. |
Expected outcomes of this project
| Benefit |
| Indirect benefits accrue to farmers because the general public becomes more aware of the dairy industry, and gains a positive perception and understanding of its importance to the New Zealand economy. |
