Lion launches new milk campaign

01 Jun, 2017 09:35 AM
Comments
1
 
Lion's new campaign is firmly focused on promoting the benefits of consuming dairy - particularly milk.
we’re encouraging consumers to rethink milk and dairy, inspire them to enjoy more of the dairy foods
Lion's new campaign is firmly focused on promoting the benefits of consuming dairy - particularly milk.

Lion Dairy & Drinks has launched a campaign to remind Australians why milk matters.

The campaign, Milk Loves You Back, is a behavioural change campaign that celebrates the goodness of the company's Dairy Farmers, Pura and Masters milks.

Launched on World Milk Day on Thursday, June 1, the campaign aims to remind all Australians of the natural goodness of milk.

The Australian Health Survey revealed nine out of 10 currently don’t consume their recommended serves of dairy, while three in five admit they are confused about the conflicting dietary information about milk and dairy.

Just 20 per cent of people were aware that they should be consuming about three serves of dairy every day and almost half (47 per cent) were confused by the nutritional benefits of dairy.

Almost a quarter of women and 15 per cent of men admitted that their main source of daily dairy is derived from coffee with milk.

Lion said there was a great opportunity for all Australians to reawaken their consumption of milk and dairy products.

It said milk was arguably the original superfood, as milk contains eight naturally occurring nutrients.

Backed by father of four and Hawthorn AFL legend, Shane Crawford, the national Milk Loves You Back initiative aims to support the dairy industry by educating consumers on the benefits of milks to ultimately encourage greater consumption with the call to action ‘grab some goodness’.

The initiative will see an eye-catching Milk Loves You Back logo added to Dairy Farmers, Pura and Masters milks to grab the attention of shoppers, showcase the eight nutrients that naturally appear in milk, provide nutritional information for each of the nutrients, and, ultimately, reassure Australians nationwide that they are making a healthy and nutritious choice.

Managing director, Lion Dairy & Drinks Peter West said: “The Milk Loves You Back initiative is focused on putting nutrition at the heart of everything we do and forms part of our ongoing commitment to support the dairy industry across Australia.

“Research shows many Australians are confused about or have potentially forgotten how nutritious milk really is and the goodness it brings to all the dairy foods we love.

“With the launch of Milk Loves You Back, we’re reassuring shoppers that when they pick up any Lion Dairy & Drinks white milk carrying the logo they’re getting the goodness of eight essential nutrients found naturally in our milk.

“Ultimately, we’re encouraging consumers to rethink milk and dairy, inspire them to enjoy more of the dairy foods they love and hopefully come closer to achieving their recommended daily serves of dairy.”

Hawthorn legend and father of four, Shane Crawford states: “As an athlete, milk has been an important part of my diet, from back in the day when I chose milk at the pub, which earned me more time on the field.

"Today, as a father I see it being even more important for my kids growing bones, muscles and minds.

"My twins love milk and often sneak out of bed in middle of the night to grab some…I always let them get away with it.

“With so much conflicting information out there, it’s not surprising that people are confused about the benefits of milk and dairy."

Crawford said the nutrients in milk benefitted muscles, minds, eyes, energy and more.

The Milk Loves You Back logo and nutritional information will appear across Lion Dairy & Drinks’ white milk products, including Dairy Farmers, Pura, and Masters ranges nationwide.

The logo and nutritional information will extend beyond white milk to feature ice coffee and flavoured milks and yoghurt products.

The home of the Milk Loves You Back campaign is website www.milklovesyouback.com.au, a consumer-friendly hub with information about milk and its nutrients.

Page:
1
Lion Dairy & Drinks
Date: Newest first | Oldest first

READER COMMENTS

King alligator
3/09/2018 5:23:08 PM, on Australian Dairyfarmer

Give them the increase. It is only 10c a litre. I would happily pay 50c a litre increase and I am on a pension. Keep the dairy farmers viable and let them make a decent living and feed their stock

POST A COMMENT


Screen name *
Email address *
Remember me?
Comment *
 
A new definition of 'genetically modified' currently awaiting parliamentary approval could see a swathe of new grasses on the market within three years.
13 Nov 18 A new definition of "genetically modified" currently awaiting parliamentary approval could see a swathe of new...
A person normally breathes about 25,000 times a day, with the lungs taking in oxygen from the air and delivering it to the bloodstream.02 Nov 18 A person normally breathes about 25,000 times a day, with the lungs taking in oxygen from the air and delivering it...
light grey arrow
Olivia - what you fail to consider is that animals fed the crops you speak of aren't evolved to
light grey arrow
If that’s what they think the milk volume drop will be they are in for one hell of a shock. 200
light grey arrow
A well planned vegan diet is certainly not nutrient deficient. But aside from that, the entire
Amidst rising farm costs, Dairy Australia has developed a range of energy information resources to assist farmers to make smarter use of energy to reduce power bills.
13 Nov 18 Amidst rising farm costs, Dairy Australia has developed a range of energy information resources to assist farmers to...
Accurate and up-to-date paperwork is crucial for all dairy farmers. But as a farm manager, Allen Hook says the ability to keep precise records is what keeps him in a job.12 Nov 18 Accurate and up-to-date paperwork is crucial for all dairy farmers. But as a farm manager, Allen Hook says the...
Australian farm chemical manufacturer Nufarm has repaired its balance sheet and is now hunting for acquisition opportunities.25 Sep 16 Australian farm chemical manufacturer Nufarm has repaired its balance sheet and is now hunting for acquisition...
Monopoly market may confront cropping sector under mega-merger proposal.22 Sep 16 Monopoly market may confront cropping sector under mega-merger proposal.