ROSIES WORLD

BRIEF

The dairy industry finds it a hard road to gain public favour. Much of the publicity centres on the environment and the price of cheese with many views very entrenched. Many New Zealand kids didn’t have a view one way or another, but had alarming levels of knowledge about the world of dairy and what makes it tick. A long term problem that required long term thinking.

RESULTS

• Improvement in favourable perceptions
• A large and growing Rosie fan base
• Demand from around New Zealand for Rosie
• Kids are now forming views on dairy farming that will last a lifetime