News

National Dairy Council Campaign in Top Gear

(31 July 2008) The National Dairy Council has been investing in a 15 week national advertising campaign from early July to raise awareness about the importance of milk and dairy products as a natural source of calcium and essential nutrients.

More recent national advertisements in the campaign feature the eye-catching “Pink Lady”, designed to get attention and grow awareness about the benefits of milk and dairy products.

The Pink Lady took to the streets of the greater Dublin area in dramatic style in mid July on 19 double decker buses and other outdoor advertising formats including Citylites, busy commuter outlets such as Dartcards and Luas Portraits as well as 48 sheet posters nationwide. She has also been favourably received in national newspapers and specialist print magazines.

“The entire campaign targets specific audiences with focused media strategies,” says Helen Brophy, Chief Executive of the National Dairy Council. The first ad of the campaign focused on what the NDC is and does and was expected to be seen ‘at least once’ by 75% of our adult population in its first week alone.

“There has been a very positive response to the Pink Lady who has, in a busy and competitive media environment, managed to help to get a lot of attention for our campaign message, that “Nothing’s as Natural as Milk”, says Helen Brophy. The next phase of the NDC campaign reaches parents of toddlers and young children.

- ENDS -

Issued by: Antonina Ni Dhuinn, Progress Communications 01-2766117 nina@progresspr.ie