Speaking of Dairy Australia, the organization is about to kick off a major promotional campaign this weekend.

The Australian dairy industry will launch a $4 million multi-media campaign this weekend to promote their products as a “good for life” food. The campaign will air in state capitals as well as regional Victoria, NSW and Tasmania. Dairy Australia marketing chief Richard Lange said that although dairy had a strong following among consumers, “confusing and conflicting messages about a range of foods has prompted us to increase our activities and take to the airwaves again”.

The campaign will include television, print, web, point of sale, billboards, and in-store and outdoor sampling. The dairy industry last ran a campaign, Dairy – The food of life, in 2001-04.