Proximity and DairyNZ launch new dairy sector engagement campaign

Proximity and DairyNZ are working together on a new engagement campaign to tell the dairy sector’s story and encourage Kiwis to learn more about dairy opportunities.

Proximity NZ, in partnership with BrandWorld media, won the integrated communications account for DairyNZ last year after a competitive pitch. The business involves strategic intelligence, creative, digital, CXM, activations and media.

DairyNZ represents New Zealand dairy farmers, the country’s largest export industry, providing sector research, advocacy and policy, along with a key role partnering with farmers on sustainable practices, while improving profitability.

The dairy sector plays a key role in New Zealand’s economy employing around 50,000 people, and over the past two decades has taken significant steps to adopt sustainable farming practices. But Kiwis are becoming less familiar with what happens on the land due to growing urbanisation and increasing migration.

Proximity has been tasked with developing a long-term platform to share farmer stories with the New Zealand public so they can find out more about what goes on behind the farm gate to earn respect as a world leader in sustainable dairying.  

DairyNZ General Manager of Marketing, Communications and Engagement, Amanda Woodbridge, says the dairy sector has demonstrated just how critical primary industries are for New Zealand, as we manage the Covid-19 pandemic. 

“It has reminded the general public how vital issues like food supply and our economy are to our country. But beyond that, we know we need to keep improving the way we farm by researching and implementing sustainable farming practices. Our farmers are a critical part of New Zealand, they are here for the long game, and they are committed to putting in the hard mahi to protect our environment and care for their animals,” saysWoodbridge.

“We want to share what farmers are doing on the ground and are inviting all Kiwis to be part of our journey, as we continue improving how we farm. We started telling this story through The Vision is Clear and we are excited to now partner with Proximity NZ so we can better share our story with Kiwis who aren’t familiar with dairy. 

“Proximity NZ has created a powerful platform that aligns our sector’s practises and with the values of all New Zealanders.”

Proximity NZ CEO, Chris Pescott says “This is one of the most important communications jobs for supporting the New Zealand economy. One in four export dollars are from the dairy sector so we’re pumped to be helping DairyNZ connect urban audiences and the dairy sector. New Zealanders need a strong dairy sector and a supportive public.”

Amy Watson, GM Proximity NZ adds: “It’s a great win for the Proximity NZ team. I loved the way our strategy, data intelligence, creative, experience and account teams came together to develop a very creative and connected solution for DairyNZ. It’s the type of challenge we thrive on.”

With Covid-19 having a devastating impact on immigration labour, a farmer recruitment campaign launches this week to attract more people into the sector. Aimed at the wider public the campaign showcases a world of dairy farming people don’t expect. The work includes broadcast, digital and social video content, directed by Dan Max through production company, Eight, and music through Liquid Studios.

“It’s been a privilege to help people see a different side of dairy,” says James Mok, Chief Creative Officer Proximity NZ.

“We wanted to showcase a really authentic voice for the sector, and we were lucky to discover Shannon Munro, a real dairy farmer from Whakatane who has her own social following to front the campaign. An unexpected character to tell an unexpected story. Massive thanks to the awesome teams at DairyNZ and Eight for juggling the challenges of producing the work during lockdown.”


Client: DairyNZ
General Manager Marketing, Communications & Engagement: Amanda Woodbridge
Trust & Pride Campaign Lead: Andrea Woodford
DairyNZ Brand Channel Manager: Andrew Fraser
DairyNZ Marketing Comms Manager: Liz Lindsay
Agency: Proximity NZ
Production Company: Eight
Director: Daniel Max
Manager Director/ Executive Producer: Katie Millington 
Producer: Rebecca Lawrence
Music & Audio: Liquid Studios

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