For the third year in a row, Keep Left had the pleasure of working with Dairy Australia to help run the communications campaign for the prestigious Australian Grand Dairy Awards in 2018. With consumer engagement being a key campaign objective, we built on last year’s inaugural People’s Choice Award and gave dairy-loving Aussies the opportunity to get involved.
With a year’s supply of Australian cheese up for grabs for two lucky entrants, we were able to garner outstanding interest in the People’s Choice Award with more than 13,000 online votes cast for local producers (almost 4 times the votes cast for the 2017 awards) and The Yoghurt Shop’s Passionately Passionfruit Yoghurt creaming the competition to be crowned the people’s favourite.
Using a multi-faceted digital strategy combining media coverage (Urban List, HIT network and a live cross from the Today show), influencer marketing, and a targeted Facebook campaign, we were able to drive consumer interest in the awards. Our digital campaign included the new Facebook Canvas, which used high quality video, still images and a ‘vote now’ link to draw consumers to the voting page.
On Thursday 1st February the cream of the crop of the Australian dairy industry gathered at Higher Ground in Melbourne for the much anticipated awards presentation hosted by Dairy Australia. The industry’s night of nights saw the 18 best dairy products in the country announced in front of an excited crowd of farmers, producers, media and bloggers.
The venue was transformed into an Instagrammer’s delight, with beautifully styled tables overflowing with fresh produce and a smorgasbord of delicious dairy products from our winning producers.
With producers big and small taking out the top spots, our PR team worked with the winners and media to share their stories with the Australian public. Highlights from our awards coverage included Australian Gourmet Traveller, 3AW Breakfast, and Herald Sun (print & online), which was syndicated seven times to Townsville Bulletin, Adelaide Advertiser, Cairns Post, Courier Mail, The Mercury, Geelong Advertiser, NT News. In addition to The Age (print & online), which was syndicated to Sydney Morning Herald, the Brisbane Times and WA Today. Online coverage included PRIME7, Delicious and WHIMN.