Amid ongoing cost-of-living challenges, Milk SA has launched a new advertising campaign aimed at reinforcing the value of dairy products among South African consumers—particularly the Gen Z demographic. Titled Dairy Gives You Go, the campaign positions dairy as a convenient, affordable, and nutrient-rich option suited to the busy lives of young adults.
With milk, amasi, and cheese offering high-quality, broad-spectrum nutrition, the campaign underscores dairy’s relevance in today’s food landscape. For producers and stakeholders across the dairy value chain, the initiative reflects a timely effort to maintain demand and consumer confidence in local dairy.
Speaking to the Next Generation
The campaign centres on three short TV ads, each following a Gen Z protagonist navigating their day—whether in the gym, on the sports field, or studying. The message is simple: dairy helps fuel energy, focus, and performance.
Christine Leighton from the Consumer Education Project of Milk SA explains, “Today’s young adults are pressed for time and often reach for quick options that lack essential nutrients. These ads aim to remind them that dairy is not only convenient and tasty, but also supports their performance and daily energy needs.”
Media Choice for Broad Reach
While digital platforms continue to grow, the campaign strategically includes television to ensure national reach. The ads will air on selected DStv channels and be supported by a digital rollout, including YouTube.
This dual-platform approach is designed to connect with Gen Z where they already consume content, while also reaching wider household audiences familiar with traditional media.
Support for the Dairy Sector
For the agricultural sector, Dairy Gives You Go represents more than just consumer messaging—it’s a supportive effort for local dairy producers. Promoting better understanding of the health benefits and affordability of dairy reinforces its place in the national diet and helps ensure steady demand in uncertain times.
The campaign also responds to growing consumer confusion around food choices and value. By highlighting dairy’s well-rounded benefits in a simple, relatable format, it contributes to better food literacy and informed decision-making.
Creative Direction with Purpose
The campaign was developed by Dentsu Creative, with an emphasis on authenticity and pace. “Gen Z is ambitious and constantly on the move,” said Executive Creative Director TJ Njozela. “Our goal was to reflect that energy and show how dairy fits naturally into their lives.”
Campaign Launch
The Dairy Gives You Go campaign launched on 5 June 2025. It will continue to air on television and digital platforms throughout the coming months, serving as both a consumer education tool and a boost for the visibility of South African dairy.