Following this resoundingly positive vote, research was undertaken which showed most dairy farmers were concerned about the image and profile of the industry. Network PR again worked with Dairy InSight to address the image of dairying by developing the theme of “Let’s Talk Dairying”. The theme was a vehicle for talking dairying with a wide range of farming and non-farming audiences.
OUR SOLUTION
The focus of the communication programme was on core Kiwi values that drive the industry - practicality, innovation, honest work, family focus and lifestyle – rather than the size and importance of the industry. It portrayed dairy farmers as mainstream New Zealanders in order to reposition the industry in the minds of ‘townies’ and make it attractive to those seeking a career change. The campaign included two television commercials, press advertising, billboards, direct mail and web communications, supported by extensive news coverage. Network PR managed the entire programme from PR to research and advertising.
RESULTS
The results were more positive than anyone dared to hope. Awareness levels of the advertising amongst dairy farmers topped 92 percent with 64 percent able to recall the specific advertisements. The figures for the wider public audience were 62 percent awareness and 46 percent recall of the advertisements. Recall of the key messages was also very high and feedback from the industry was extremely positive. |
