Getting the word out
The Dairy UK campaign, “It’s what we’re made of,” is well underway, highlighting the industry’s progress on its roadmap and its successes in sustainability. Considering how most of the UK saw heat of 40 degrees Celsius recently, and parts of the world are just burning all summer now, it is a very timely topic. The campaign is expected to reach 12.7 million impressions with its 30-second advert outreach on Facebook, Instagram, YouTube and Google Display.
It also relays the importance of letting people know about dairy. I find that people want to know more about this industry that touches everyone’s lives at one point or another, and more often than not, every day. For example, I printed out a photo for my husband and tucked it into a copy of the magazine on my desk. He took the photo and the magazine along to keep the printout flat, and his friend took the magazine and leafed through it, marvelling at the cheese vats, the pumps, weighing equipment and ingredients that all work to make his everyday products (It was the supplier profiles issue).
Similarly, when I tell people where I work, they quiz me on cheeses. It’s almost always cheese, but it also occasionally ice cream that I am expected to have an opinion about. Of course I do.
People relate to these products and they love them, no matter what other parties think of them, or what companies try to get them to replace dairy products with. They want to know what the industry is doing to maintain this planet we live on. They like hearing about how dairy supports the rural economies of countries the world over, and how people’s lives are improved by working in the dairy industry. They like the simplicity of the average dairy product. Most importantly, they like its taste and variety. Dairy tastes good, and it is good.
- Suzanne Christiansen, editor, Dairy Industries International.
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