Consumer Education Project of Milk SA - ADVISORY COMMITTEE MEETING 19 AUGUST 2020 - Rediscover Dairy
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Consumer Education Project of Milk SA ADVISORY COMMITTEE MEETING 19 AUGUST 2020
Agenda
AGENDA
1. WELCOME A Kraamwinkel
2. APOLOGIES
Advisory Committee Meeting 3. FINALISING THE AGENDA
19 August 2020 4. COMPLIANCE WITH THE COMPETITION ACT
5. PREVIOUS MINUTES (1 August 2019)
6. ISSUES EMANATING FROM THE PREVIOUS MINUTES OF 1 August 2019
6.1.1 Industry sustainable framework – verbal report A Kraamwinkel
6.1.2 World school milk day – Verbal report C Leighton
6.1.3 CEP research data – written report attached
7. QUARTERLY REPORT (written report)
8. PROGRESS REPORT (progress 2020, verbal report) C Leighton
9. DAIRY GIVES YOU GO, CAMPAIGN PRESENTATION
(verbal report) Fox P2
TELEVISION 2020 ECF
10. PLANNING FOR 2021: To be circulated
11. ADDITIONAL ITEMS
Compliance with Competition Act
Discussion should take place in the spirit of and 12. NEXT MEETINGS:
accordance with the provision of the Competition
Act. Should anyone experience any discussion as April 2021
against and provision of the act, it should be
brought to the attention of the meeting so that 13. CLOSING
clarification can be sought
Consumer Education Project of Milk SA 19 August 2020 PROGRESS REPORT
Presentations 1. Progress report Christine Leighton 2. Social media report Fox P2 3. TV report Elsa Carpenter Frank Housekeeping - Mute yourself and unmute when you speak - Raise the ‘hand’ when wanting to ask a question - Or: Use the chat option to ask questions - Roundtable discussion at the end of each section
Overview of CEP for the
first and second quarters
o Optimising digital platforms to ensure dairy remains in
the space of the consumer
o Focussing on the nutrient rich message of dairy
o Providing evidence based nutritional information
regarding dairy nutrition to retain trust.
o Communicate messages regarding sustainable diets
General Target: Teenagers
Television advertising
communication
Social media on the Dairy Gives You Go
includes: Facebook; Instagram and Twitter
Target: Mothers with children living at home
➢ Consumer Print – consumer publications;
digital platforms
➢ Rediscoverdairy Facebook page
1. Television for 2020
Survey in January to establish which
of the previous TV ads resonate with
the target audience and can be
used in 2020.
Using ‘ball’ and ‘stix’
Four bursts are planned for 2020
Two bursts are complete
June burst exceeded the planned
expectations
Agency to
present details
2. General communication
Dairy Gives You Go: dance-off campaign on Tik Tok
15 May – 19 June
➢ One sound-track
➢ Four micro-influencers
➢ Include dairy - unbranded
➢ Posted weekly on TikTok and
Instagram and Facebook.
➢ Fans entered competition using
same song plus dairy product
➢ School learners were home and
Agency to this provided
an opportunity to engage with
present
➢
the brand
detailsProcessors participating on Facebook
with the dance-off campaign
Social media campaigns are shared
with Processors prior to going live.
Processors can share the DGYG
campaign on their own social media
platforms
Processors can use the DGYG posts as
part of their own campaigns
NOTE: Look out for information about
the next social media campaign in
SeptemberRediscoverdairy Facebook
3. Media releases
Two published
during 2nd Quarter
➢ Distributed digitally;
➢ Boosted with food bloggers
on the Rediscoverdairy
Facebook page ➢Facebook likes increased by 455%
➢ Radio interviews Since March
1250 to 5696 followers in AugustMedia release 1(April) Dairy under lockdown – all the best hacks Best of the Big Freeze Dairy Hacks
Media release 2 (June)
Affordable, nutrient
dense dairy is the star
of tighter food
budgets Media releases were sent to the media in general and
Results – boosted by means of food bloggers on the
Rediscoverdairy Facebook page.
media Coverage on more than 20 digital platforms i.e. online
magazines – see lists below of typical digital platforms.
coverage (examples - Bona; women on top; Get It Magazine;
Equilibrio; IOL; Living and loving - refer table below)
- Total media coverage for both media releases:
- R 1 388 348
- 9 radio interviews
two media
releases4. World Milk Day:
1 June 2020
Digital platforms provide great opportunities for dairy
communication as consumer are in this space while working
from home or online
For WMD the Project focussed on:
o talked to consumers about choosing foods that are nutrient
rich and which can help to support a healthy immune
system, while still balancing their household budget. (media
release 2)
o Providing evidence based nutritional information regarding
dairy nutrition to retain trust.
➢ Linked with Global Dairy Platform to ‘raise a glass’
#EnjoyDairy handle.
➢ Uniform message about the goodness of dairy was
strengthened globally. In top 10 countries that participated.
➢ Linked with MPO with local cross-fit online competition on
WMD5. Consumer print
Advertorials published
in consumer magazine
Gives the ‘reason’ why
dairy should be part of
the daily diet
Many publications are
discontinuedConsumer Print for remainder of 2020
For the 3rd and 4th quarters, print and digital
You (x6)
Digital format for Huisgenoot (Aug/Sept)
VIA TV channel from Sept - Dec
VIA TV channel
➢ September to December
➢ 13 episodes with 13 recipes including
dairy
➢ TV ad: Fashion model TARGET: Health professionals
Dietitians
Specialised Nutritionists
communication Health Promoters
Doctors
Nurses6. Health Professional:
Continuing Professional
Development
11 peer reviewed articles with
placed on the Rediscoverdairy
website. The CPD activity gives
dietitians the opportunity to obtain
22 of the 30 CEU points required
per year. (25 +5 ethical points)
Launched in April 2020
Third year running.
During lockdown, the response has
been overwhelming.Dietitians responses to 11 articles
3000
2500 2400
2000
Results of CPD 1500
activity since
April 2020 1000 850
500
185
0
2018 2019 2020
https://www.rediscoverdairy.co.za/cne-for-dietitians-nutritionists/Dairy Based
nutrition – new
reviews
Microbiome
In process of completion:
Review on Cancer has been
updated
Review on Plant Based
Beverages in the format of a
Q and A - complete Update of sports
booklet
- Tasked 2 sports
dietitians to update
the booklet on dairy
and sport 6.Upgrade
of existing
educational
➢ Update and
reprint of the A3 material
Educational Tool7. School curriculum
Website revamped
World School Milk Day
September 2020
Media release: Role of dairy for
growing children
English and Zulu
Dietitian interviews on radio
Food bloggers in Facebook
www.dairykids.co.za8. International IMP and SCM midyear meetings were held in
Dairy May as virtual meetings
GDP – member of the Environmental
Federation sustainability communication group
SCNH – midyear virtual meeting
(IDF) related ➢
Lactose and sugar-sweetened milk and dairy products
Plant-based beverage task team
matters IDF/SCNH – webinar using South African speakers
that were part of the original IDF:WDS
Held on 22 July 2020:
➢ Dietitian is member of the SPCC
➢ Participate in various meetings
(Science and Programme Coordination Committee for
nutrition and health)Sustainability Outlook, IDF. 2020
Joint project with DSA (Dairy Standard
Agency(
Evaluation of the Plant Based beverage
market in South Africa – captured all products
in retail including plant-based milk; cheese
and yoghurt
9. General Used for Regulation purposed and
contribution to the IDF task team on plant-
based-beverages.
DOH: Draft National Strategic Plan for the
prevention and control of NCDs in South
Africa: 2020-2025.
Participated in the consultation process with
the food industry.
Thank you for listening
Dairy Gives You Go Social Media Dairy Dance Off Campaign Fox P2 to present
Television 2020 Elsa Carpenter Frank to present results for 2020
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