The National Dairy Council (NDC) has launched a ‘Win With Dairy’ marketing campaign, fronted by their rugby ambassadors Rob and David Kearney, to coincide with the 2015 Rugby World Cup season.
As part of the campaign, the NDC has taken exclusive sponsorship of RTÉ Radio One & RTÉ 2FM’s Rugby World Cup coverage, supported by ‘Win With Dairy’ radio and television advertising, with branding also extending to televised highlights of the matches.
Dermot Rigley, commercial manager at RTÉ Sport, commented, “This partnership is a great endorsement of RTÉ Sport’s output and its powerful audience reach and we’re delighted to welcome the National Dairy Council on board.”
The NDC campaign to promote Irish dairy this autumn also includes the use of OOH media, such as bus supersides, national 48-sheet and 96-sheet posters; combined with national print and consumer media advertisements.
Digital media and social media will be used to build the campaign, highlighting ways to make winning easier with nutritional advice, training tips from Irish sports people and regular competitions.
NDC Chief Executive Zoë Kavanagh commented that Rob and Dave Kearney “have been superb role models, resonating with people of all ages and helping us to promote the benefits of dairy as part of a balanced diet and active lifestyle".
She also explained that the ‘Win With Dairy’ theme leading the NDC campaign celebrates the positive role that milk can play in sports nutrition.
Speaking at the campaign launch, Rob Kearney said that starting healthy lifestyle habits when you are young would stand to you for the rest of the life.
“However parents have a real opportunity to encourage healthy eating and a healthy lifestyle from childhood – and good nutrition starts with a balanced diet, including dairy. It’s a winning combination,” he added.