The closest many New Zealanders get to the dairy industry is their morning flat white, so to counter this, we helped DairyNZ create a campaign showing the dedication of local dairy farmers.

Recognising sustainability in the primary sector was a highly sensitive issue, research helped us understand the best way to approach the work. The findings showed that while the New Zealand dairy sector leads the world in many ways, it was important to be open about the need for ongoing improvement. The result, ‘Better’, used a multi-layered approach that not only demonstrated how far the dairy industry had come, but also its vision for the future.