Re-educating the nation on the natural goodness of good old-fashioned milk
While milk was a staple in times gone by, these days people tend to forget how nutritious dairy really is – in fact 9 out of 10 Australians are not consuming their recommended serves of dairy or alternatives each day.1 To refresh consumers’ memories and educate younger generations, we created a campaign called ‘Milk Loves You Back’, which was launched on World Milk Day in 2017.
With a PR launch featuring Australian Rules star Shane Crawford and an informative website, the campaign shares the eight key nutrients that milk naturally contains: calcium, protein, iodine, phosphorous, potassium and vitamins B2, B5 and B12. From March 2017, the ‘Milk Loves You Back’ logo started to appear on our white milk products that contain these eight nutrients, along with extra nutritional information.
We have completed significant testing of our milk and dairy foods across all our factories nationally to confirm these eight essential nutrients appear naturally in all of our white and flavoured milk brands, and many of our yoghurts. In 2018, these elements will start to appear on our flavoured milk and yoghurt products – and in the meantime, consumers can check if their favourite dairy foods tick these eight nutritional boxes at www.milklovesyouback.com.au
Through the campaign we aim to encourage more Australians to consume their recommended daily target of around three serves of dairy or alternatives a day, and improve public health in the process.
1 ABS; 2016. Australian Health Survey: Consumption of Food Groups from the Australian Dietary Guidelines, 2011-12. Cat 4364.0.55.012