The Complete Natural Recovery Tour

Irish Dairy, The Complete Natural, is the new consumer facing millennial focused brand from the National Dairy Council. Which aims to educate the younger generation on the importance of dairy in their diet in a relevant and meaningful way. We are taking the brand on the road for “The Complete Natural Recovery Tour” and visiting some of the top sport and wellbeing events. On the 26th & 27th of May we will be setting up The Complete Natural Dairy Bar at Dublin 7’s Festival. This is a world class Tag Rugby Tournament, of which we are the sponsor of the Mixed Tag Tournament. As this is just days before World Milk Day, we will have a team of young guys and girls enter the Tag Tournament on behalf of The Complete Natural. To leverage this for WMD we think the following would tell the story of Milk + Recovery in a meaningful way; Before Tournament; • Share blog from thecompletenatural.ie; “Going For Gold at the Dublin 7’s – White Gold” • This blog will champion Milk as ‘Nature’s Recovery Drink’ and focus on the 3 R’s of post exercise recovery 1) Refuel 2) Repair 3) Rehydrate… Affordable, convenient, ready-to-drink and packed with vitamins and minerals like calcium, phosphorus,… milk is gold. White gold! • We will also highlight that WMD on 1st of June and include relevant call to action, share on social media, raise a glass etc. At Tournament; • The Complete Natural Dairy bar is serving milk based smoothies, which we can share on social media ahead of World Milk Day to promote the taste and versality of milk • We can breakdown the nutritional benefits of each smoothie p/200ml of whole milk for e.g to educate consumers • Contextualize Milks role in post exercise recovery in a fun but meaningful way • Team will wear full custom kit from Irish Dairy The Complete Natural, e.g; On World Milk Day; • Share a picture of The Complete Natural tag team raising a glass of milk at the Dublin 7’s Festival • Reshare the blog post about “Going For Gold at the Dublin 7’s – White Gold” Social Media Campaigns on June 1st Top Irish Athletes Raise a Glass For World Milk Day Leveraging video content shot at the launch of the NDC’s Powered by Dairy Sports Nutrition Handbook last year, we will run a social media campaign which features Top Irish Athletes raising a glass of milk for World Milk Day. Each video focuses on a particular elite Irish athlete, saying a piece to camera stating their name, sport and that they are raising a glass of milk on WMD. Taking onboard learnings from previous campaigns these videos will be targeted to exclude anyone with interest in veganism, plant based eating, vegan recipes etc. Assets: X5 15 second video’s (1 p/athlete) Channels: Twitter, Instagram & FB 8 Reasons to Drink Milk Social Media Campaign Paid Social campaign from the NDC Twitter; Article on NDC.ie on ‘8 Reasons to Drink Milk’. Eight promoted tweets for each of the reasons & the associated info graphic. Each tweet hyperlinks back to the full article on our site. These tweets will be targeted to exclude anyone with interest in veganism, plant based eating, vegan recipes etc