NDC launches new dairy campaign to address 'generational gap'
The National Dairy Council has launched a new promotion campaign for Irish dairy, as new research has indicated there is a "generational gap" among consumers impacting Irish dairy.
The new campaign is titled 'A True Irish Legend', and is aimed at "celebrating Irish dairy, Ireland's pasture-based farming system and the farmers behind it".
Research commissioned by the NDC found that, while almost three-quarters (74%) of Irish adults say they feel proud of the Irish dairy sector, this figure falls to 55% among 18 to 24-year-olds, highlighting a "weaker sense of connection" with Irish dairy among younger consumers.
The new campaign aims to address this gap by showcasing the people, animals and pasture-based farming system behind Irish dairy, while highlighting what makes dairy farming in Ireland distinctive, the NDC said.
The dairy promotion body said Ireland's dairy cows and grass-based farming system will be at the centre of the ad campaign.
The campaign "aims to challenge common misconceptions about Irish dairy" and give consumers a "better understanding" of where their dairy comes from, how it is produced, and the role Ireland's temperate climate plays in supporting a predominantly grass-based system.
The campaign stars Séamie Seán Brennan as "very young farmer" Seanie, and actor Gavan O'Connor-Duffy mythical Irish warrior Cú Chulainn.
The voiceover for the ads is delivered by Síle Seoige.
The ads were filmed on a dairy farm in Co. Wicklow, and showcase Ireland's landscape and pasture-based farming system.
The farm belongs to Tirlán supplier Dermot Phibbs, who farms near Blessington.
Three ads have been recorded, including one featuring NDC ambassador and Olympic rowing medallist Paul O'Donovan.
Commenting on the new campaign, NDC CEO Emma Walls said: "Ireland’s dairy sector is a huge source of pride, not only for our farmers but for our wider public.
"It benefits each of us, in terms of our health, our communities, our national economy and our global reputation.
"Ireland’s dairy is world-class because of our grass, our pasture-based system and our farmers’ commitment to more sustainable actions," Walls added.
She said: "It's time to celebrate that success and feel proud. Irish dairy is legendary all over the world and our new communications platform reminds us how special our natural advantages are through humour and storytelling."
The campaign will also encourage consumers to look for the National Dairy Council Guarantee when buying dairy products.
The campaign will be featured on television, streaming, radio, digital, social media, and instore advertising.
