Dispelling the Myths

In 2018, there was a growing debate in Ireland about dairy products, questioning their health benefits and discussing vegan foods and non-dairy products as possible substitutes. While it was a niche trend, it was gaining traction, particularly in social media.

The objective of the campaign was to engage consumers around the positive role and relevant benefits of dairy in their everyday lives and habits. Recognising the dairy they already enjoyed, promoting other ways to make it part of their diet, and setting out a positive, inclusive message about its benefits. 

To help spread the word, we created our very own spokes-toddler Daisy, who is in the know of dairy and who is happy to remind her friends, just how good dairy is and its natural choice of nutrition. The Complete Natural brand platform was born.