Campaign to promote dairy

An example of the ‘Thrive Together’ dairy campaign messaging.

A new campaign to strengthen the international profile of Australian dairy in key Asian markets has been rolled out.

Created with funding from the Victorian Government and co-contribution from Dairy Australia, the ‘Thrive Together’ campaign is focused around five thematic areas: relationships, agility, quality, sustainability and place.

Dairy Australia’s Charlie McElhone said the initiative would help exporters strengthen their proposition with global trade partners.

“The overarching message to our key markets is that the Australian dairy industry is a reliable trade partner that is committed to delivering safe, premium products that they can trust,” Mr McElhone said.

The promotional campaign launched across China, Japan and South-East Asia in July.

It features digital and social media designed to build awareness of Australian dairy, alongside webinars and material for trade media to engage and educate key business partners.

Australian dairy exporters will benefit from the use of a trade toolkit, including videos, images, fact sheets and brochures created to assist in communicating key messages to their customers.

It will continue to be updated with new resources, responding to the needs of exporters over the course of the project.

“Dairy is a vital export industry for our state, with Victoria contributing $2.6 billion of Australia’s $3.3 billion dairy exports in 2020-21,” Victorian Agriculture Minister Gayle Tierney said.

“We are proud to support our progressive and efficient dairy industry with $2 million in funding for Dairy Australia’s innovative ‘Thrive Together’ campaign.”

Australia produces about 8.5 billion litres of milk per year, 32 per cent of which is exported to more than 100 countries. Of these exports, 88 per cent is bound for Asian markets including China, Japan, Vietnam, Thailand, Indonesia, Singapore and Malaysia.

These exports represented $3.3 billion to the Australian economy in 2020-21.

Learn more about ‘Thrive Together’ at: