Providing Permission to Consume Dairy Goods
Michael Drummond
The Australian Dairy Corporation (ADC) is a Commonwealth statutory marketing authority, promoting the consumption of Australian dairy produce in domestic and export markets. It is funded by dairy farmers and its own activities.
SYNOPSIS
The ADC initiated a new communications strategy in the second half of 1989 through their newly-selected advertising agency, Clemenger Melbourne.
Dairy foods had been pilloried over previous years by various adversarial influences. While Australians retained goodwill, this had become increasingly latent.
The strategy was designed to encourage these positive predispositions, and provide Australians with the permission they needed...