Redefining Dairy for the Younger Generation with the NDC

National Dairy Council (NDC) revolutionised its social media presence with an always-on strategy, targeting younger audiences (18-35) and redefining dairy's image as trendy, inclusive, and eco-conscious. Moving away from aspirational tone-of-voice, the campaign leveraged Instagram and TikTok to craft playful, relatable, and sustainable content that resonated deeply with its audience rooted in cultural insights and modern trends.

We adopted a vibrant green theme to drive brand recognition and symbolise sustainability. At the same time, partnerships with a new influencer network amplified storytelling, positioning dairy as an integral part of a modern lifestyle.

The introduction of Milly the Cow, a charismatic brand mascot, added a playful, engaging touch, making dairy relevant and appealing to diverse demographics through a social-first native strategy. This creative, data-driven approach not only elevated NDC’s brand image but also changed the perception of dairy among the younger generation.