‘Brand Dairy (Australia)’ (BD(A)) is the ‘trustmark’ that underpins every communication and activity that is undertaken within the Australian Dairy Industry. Ultimately it supports every Australian dairy product whether consumed in domestic or in export markets.
The challenge for BD(A) was to ensure that the dairy industry remained top of mind with key stakeholders supporting a long term sustainable role in the economic and nutritional development in Australia and key export markets.
A holistic approach
XPotential worked with Dairy Australia to develop a holistic programme that was broken down into 3 distinct phases:
At the end of the programme BDA had a clear aspiration statement along with a defined strategy containing set objectives and measures. With the new strategy in place a new Integrated Marketing Communications Plan was launched, promoting the benefits of BDA to all key stakeholders, providing a profitable and sustainable future for the industry as a whole.
Meeting the needs of a broad range of stakeholders can be challenging, however Mike’s ability to personally engage with and understand our stakeholders views enabled us to develop a brand platform that the industry can all be proud of. The team’s knowledge of the industry and enthusiasm to deliver a great result made working with them a great experience.
Glenys Zucco, Consumer Marketing and Communications at Dairy Australia