DAIRY'S standing in the national spectrum is set to become a lot more prominent from August, as Dairy Australia gears-up to launch its Legendairy campaign.
Television, radio, print and public relations are all avenues that DA will take to push its campaign and promote better awareness of the industry and its products.
Speaking at DairySA's recent conference at Mount Gambier, DA manager of industry promotion and product innovation Isabel MacNeill said the industry itself had generated a lot of the headlines appearing in media at the start of the year,
"The good thing about that is we have the ability and the power to generate a lot of headlines, but what is the story we want to tell about our industry?" she said.
"The product we produce is by far the best product around and the way it can be used and what we can do with it is amazing.
"The people and the passion that goes into producing the product is also amazing.
"We really need to be confident about that story and be able to tell it in a really strong way.
"Without getting too diverse in what we're trying to achieve, we really thought it was a good idea to embrace that idea of a sustainable, profitable, long-term industry in the way we told the story," Ms MacNeill said.
After harvesting ideas from various conversations with farming families, DA enlisted the help of a creative agency in Melbourne which came back with a video to be an anchor-point for what would happen next.
"Being Legendairy is more than just a word or a brand - it's the feeling it leaves behind in terms of the feeling we want people to connect with the industry," Ms MacNeill said.
"It gives us a way to be able to tell that story in a whole range of different ways - we can be a bit witty, we can be serious, we can be a bit whimsical, or we can be warm.
"Whether that be in Canberra, whether they're animal activists or a local council or the Environmental Protection Agency making decisions on our behalf, we need to make sure we've got a really strong, confident story we can tell to them," she said.
*Full report in Stock Journal, June 13 issue, 2013.