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RIGHT This year DairyCo launched the #DiscoverDairy Farm Stay competition which allowed winners to experience dairy farming fi rst hand.


FAR RIGHT DairyCo’s @thisisdairy Twitter account has over 2,000 followers.


LEFT This photo was taken on set during the fi lming of the ‘Young Dairy Reporters’, which is a short video featuring three primary school children who ask Adam their questions about cows and milk production.


BELOW RIGHT A farming character featured in one of DairyCo’s promotional videos targeted at the consumer.


Using TV’s credible and accessible farming voice, Adam Henson as our passionate brand ambassador, we launched our campaign via an engaging and rounded press event in central London, with content covering farming, science, welfare and a Q & A session for the media. We unveiled a series of videos fronted by Adam, a new-look website geared towards content that meets the needs of our consumer audience, and a social media presence on Twitter to spread our message and be more at the heart of the everyday dairy conversation space. Over the last 12 months, we’ve placed several magazine features with Adam discussing the importance of dairy farming in key lifestyle titles such as Waitrose magazine, Sainsbury’s magazine and BBC Easy Cook. We’ve also generated well over 100,000 views for the videos and our Twitter following has grown to over 2,000 people. Not forgetting receiving over 9,000 visits to our public facing website www.thisisdairyfarming.com per month, an average increase of 34% over the previous year. All of this achieved with a very modest marketing budget. We also launched the fi rst #DiscoverDairy Farm Stay competition allowing the winners to experience dairy farming fi rst hand.


Through the video clips, which have been critical to the campaign success, we wanted to ensure we painted a broad picture of dairy farming, which demonstrated not only the diversity of farm- ing systems and the technology involved, but the caring side of farming too. Our most popular by far is ‘through a cows’ eyes’, which stars a lovely Holstein called Martha, who had a camera sensitively fi tted to her head collar that fi lmed from her perspective for an entire day from dawn until dusk. Not only was this a BAFTA award winning performance from Martha and her fellow herd, but also a transparent look at how cows move, interact, and enjoy the everyday! The ‘Young Dairy Reporters’ clip, features three primary school children asking Adam their burning questions about cows and milk. This not only provides light hearted viewing, but also enabled Adam to offer up his new found knowledge into the lives of cows and the business of dairy farming.


As well as portraying cows in the more traditional setting out at grass, we show dairy cows in a variety of other settings. ‘The journey of milk’ gives insight into the kind of bedding cows have, the back-scratchers they use and also the great lengths farmers go to, to make sure their cows are happy and contented. We also align our messages and content with the Red Tractor ‘Trust the Tractor’ campaign which lets the public know of the standards which uphold the integrity of our products. We hope this encourages people to think more deeply about what they buy to eat and drink each week. Our @thisisdairy Twitter feed, uses engaging content to showcase facts and images of life on the farm. We encourage people to contact us with their thoughts and questions, as being part of that conversation will help make clear links in people’s lives with dairy. We are really grateful to industry experts such as vets and researchers as well, of course, our dairy farmer ‘ambassadors’. Giving up their time helps bring the campaign alive and provides the public with a chance to learn and see things which they wouldn’t normally have access to. Next to come is a series of interviews, where Adam looks more closely at the people who live and breathe dairy, featuring students and a dairy farming family all of whom see a positive future for dairy. This all fi ts well with the current positivity and growth agenda. Check the videos out at www.thisisdairyfarming.com and sign up at www.dairyco.org.uk/sign-up to ‘Moos in the News’ to keep fully updated on the campaign. If you want to get involved, or have ideas about how we can our message to a wider audience, please get in touch.


The Discover Dairy campaign is an ongoing mission to strengthen relationships between the end consumer and the people who strive so hard to make that product for them.


THE JOURNAL AUGUST 2014 33


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