Keep Left has been appointed by Dairy Australia as its PR and influencer agency of record, following a competitive pitch earlier this year.
The three-year appointment will see Keep Left support the delivery of Dairy Australia’s community marketing program with a remit spanning PR strategy, earned media, influencer engagement and reputation-building activity.
Dairy Australia’s community marketing program is designed to build trust and support for Australian dairy and inspire consumption through an integrated, audience-led approach.
The program brings together consumer marketing, health professional engagement, school programs and farmer ambassador initiatives, all aligned to Dairy Australia’s Aussie Dairy communications platform.
Dairy Australia Head of Marketing, Glenys Zucco said Keep Left’s cultural frame methodology stood out during the pitch process.
“Keep Left demonstrated a strong understanding of the role dairy plays in Australian culture and communities and brought a clear methodology for how that story can be told in a more relevant and engaging way,” Zucco said.
“We were looking for a partner that could combine strategic rigour with strong earned media and influencer capability, and Keep Left showed they could bring both.”
Keep Left Head of PR Gillian Gosling said the appointment reflects the agency’s strength in building communications programs that connect brands with the communities they serve.
“Dairy Australia plays an important role in supporting one of the country’s most significant agricultural industries, while also helping Australians understand the value of dairy in everyday life,” Gosling said.
“Our cultural frame methodology looks at the five lenses that shape how people think, feel and behave. For Dairy Australia, that means identifying where dairy already has cultural relevance, and finding credible, creative ways to build trust, pride and connection.
“We’re proud to be partnering with Dairy Australia on a long-term program that brings together PR and influencer engagement to support community trust and inspire more Australians to choose local dairy with confidence.”
The win adds to Keep Left’s track record delivering strategic communications and community programs for leading brands across food and FMCG, health, financial services, public sector, technology and purpose-led organisations.
