Campaign highlights natural goodness in milk

Article first published in Lion Dairy & Drinks June News

Lion Dairy & Drinks has today launched an exciting new campaign; Milk Loves You Back on World Milk Day. The campaign celebrates the natural goodness of our milk, reminding Australians of the nutritional value in our products. 

Alarmingly, we know from the Australian Health Survey that nine out of 10 people aren’t consuming the recommended serves of dairy, with one in five aware that they should be consuming around three serves each day*.

Hawthorn legend and father of four, Shane Crawford backs the Milk Loves You Back campaign stating: "As an athlete, milk has been an important part of my diet, from back in the day when I chose milk at the pub which earned me more time on the field.

"Today, as a father I see it being even more important for my kids growing bones, muscles and minds. My twins love milk and often sneak out of bed in middle of the night to grab some…I always let them get away with it.”

The campaign will see an eye-catching Milk Loves You Back logo added to Dairy Farmers, Pura and Masters milks to grab the attention of shoppers, showcase the 8 nutrients that naturally appear in Lion’s white milks, provide nutritional information for each nutrient and, ultimately, reassure Australians nationwide that they are making a healthy and nutritious choice. 

“With so much conflicting information out there, it’s not surprising that people are confused about the benefits of milk and dairy. It’s so much more than just calcium – the natural nutrients in milks like Dairy Farmers, Pura and Masters carry the goodness of 8 essential nutrients that benefit your muscles, mind, eyes, energy and more,” says Shane. 

Later this year we will be adding the Milk Loves You Back logo and extended nutritional information panel to our range of iced coffees, flavoured milks, yoghurts and dairy desserts that also contain the 8 nutrients naturally found in milk. 

The Milk Loves You Back campaign is all about putting nutrition at the heart of what we do and forms part of our ongoing commitment to support the dairy industry across Australia. 

For more information on the campaign, please visit –

Source: ABS; 2016. Australian Health Survey: Consumption of Food Groups from the Australian Dietary Guidelines, 2011-12.