As we speak, Dairy Australia is touring the country rolling out the farmer side of the Legendairy campaign. Consumers will see it from late winter, when it hits magazines, radio, TV, supermarkets and bus stops around August.
The campaign is designed to build bridges between farmers and consumers, encouraging trust and an increase in claimed dairy consumption.
My question is this: how much would you personally spend on an industry branding exercise? And if you’re not a farmer, how much would you pay for a campaign aimed at portraying your trade or profession as “good guys”? Be honest, since there’s no way I (or anyone else) can see which way you vote.