The 2010/2011 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.
Previously the ads have been designed to attract new people to dairy farming, but this year the focus is on showing New Zealanders that we lead the world when it comes to dairy.
Research has confirmed New Zealanders are becoming increasingly disconnected with their rural heritage. Many of the public don't know where we sit on the world scale or appreciate the fact that New Zealand dairy products are exported to more than 140 countries, that we're responsible for some world-leading innovations. This campaign seeks to change that.