The National Dairy Council (NDC) has launched a new out of home billboard campaign saluting Irish dairy farmers and their grass-fed Irish cows working together to sustainably produce quality milk and dairy products. The campaign highlights Ireland’s green countryside is such a valued asset and provides us with a unique grass-based farming system.
The expertise and the commitment of farmers and their families are vital to the success of Irish dairy – at home and abroad. While the positive credentials of Irish dairy are longstanding and plentiful, the gap between food origin and consumer is growing. At the same time, consumers are demanding natural sustainably produced food.
Consumers want transparency, authenticity, with responsibility for health and environmental impact. The NDC recognises the opportunity to reconnect consumers with natural food production and showcase that in Ireland our unique grass-based system coupled with our family farming system is what really sets this country apart.
The NDC worked with OMD and PML in showcasing dairy farming excellence in a national outdoor campaign with images of Irish cows grazing freely on green pastures on 47 billboards. While the images are simple, the process of developing the campaign was a complex one, with over 9,000 photos taken to convey Irish dairy farms’ authentically.
‘Green grass, family-owned farms, top quality milk’ aims to connect consumers by joining the dots between quality farming and quality food. The farmer, the animals and the land working in harmony to produce quality milk. Another billboard has the words ‘Passion. Dedication. Quality’, noting the desire, sacrifice and hard work by dairy farmers.
The NDC continues to reconnect consumers with food origin with the powerful execution that simply states ‘The great taste of grass-fed dairy starts here’ (above). The campaign celebrates what is special about Ireland – our unique way of farming coupled with the passion of our dairy farmers to produce high-quality dairy products.