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Commitment. From The Ground Up – National Dairy Council Launches New TV and Cinema Campaign

The cream of Irish athletes and Farmers come together. 

This week the National Dairy Council will launch the next phase of its campaign – ‘From the Ground Up’. The campaign highlights the hard work and commitment required by top athletes and dairy farmers to be top of their game.  It is designed to (re)build pride in Ireland’s dairy industry, which arguably has been under attack in recent years.

There are many who believe that the farming community has not yet embraced the challenge of climate change adaption. This contradicts the huge body of work being undertaken by Irish dairy farmers currently as they leverage research and adopt a wide range of initiatives designed to reduce their greenhouse gas emissions.

This campaign sets out to bring balance to the argument – showcasing the hard work undertaken by our dairy farmers each day.  Not only is the industry comprised of 17,500 family farms, but thanks to our grass-based production system, Ireland is one of the most sustainable dairy producers in the world.  Irish dairy is enjoyed and celebrated the world over, just like our athletes.

Zoë Kavanagh, CEO NDC said “This campaign celebrates Irish dairy farmers as producers of nutritious products which are enjoyed on and off the field of play. The commitment and dedication of our sports stars and dairy farmers have many parallels, ultimately leading to great outcomes”

The NDC ads showcase Irish world class rower Paul O’Donovan who recently won gold at the European Championships, and Vikki Wall, award-winning Meath GAA footballer, together with NDC Farm Ambassador, Tom Power.

Paul O’Donovan said “I am proud to be part of this new NDC ad campaign. As a farmer’s son, I grew up with Irish dairy and know the benefits it has in supporting a healthy balanced diet. 

As an athlete I know the immense hard work, dedication and commitment that it takes to be on top of your game and to win the medals. For farmers, it takes the same level of commitment to produce world class dairy 365 days a year in all conditions, that’s a real vocation”!

There are lots of parallels that can be drawn between athletes and farmers. It starts with the right ingredients, hard work, effort and passion 365 days a year to deliver a world class food product. In the same way that producing world class dairy mirrors the processes of elite athletes. It begins from the ground up, from good foundations. Like our athletes, our farmers stay grounded while performing on the world stage of top food production.

NDC Farm Ambassador Tom Power from Waterford said, “I am proud to be part of this NDC ad as part of the From the Ground Up campaign. There is often a disconnect between the farm where milk is produced and the shop where it is bought, and the more opportunities we get to tell real farm stories, the more consumers will understand the commitment and hard graft that it takes to produce high quality Irish dairy products. Irish farm families are so proud of the products we produce, we are the driving force behind producing world class dairy products that people want to purchase and are a key part of a healthy, modern lifestyle – the demand for which just keeps increasing. We need to continue to find opportunities to tell our story and this campaign is setting a great example”.

The series of 30’ and 60’ spots showcases in a highly visual and emotive way the hard work and commitment from Paul, Vikki and Tom to succeed in their various disciplines. For athletes that can be skill, determination and hard work.  For farmers it’s the care for the animals and understanding the land.

As part of the campaign, Paul and Vikki were also interviewed by Irish dairy farmer and TikTok’er, John Halton in a light-hearted, slightly tongue in cheek series, Athletes in Tractors Getting Milk. The quirky content series was inspired by the US series, Comedians in Cars Getting Coffee, hosted by Jerry Seinfeld. As the NDC understands the importance of connecting with the young urban consumer around dairy, we have created this engaging content, set on a real-life Irish dairy farm where the conversation can go anywhere from training regimes to grassland management. The content really gives an insight into the challenges of training to be a top-class athlete and working 24/7 to farm the land – 100% commitment and determination on both sides!

The campaign launches with 30’, 20’ and 6’ spots from Friday 23rd September in cinemas

and across media from Monday 26th September until end of October.

Athletes in Tractors Getting Milk will be available on the NDC’s YouTube channel and across its social media channels Facebook, TikTok and Instagram.

Paul O’Donovan, Vikki Wall and Tom Power are available for interview to discuss the campaign.


For further information, or to arrange interviews:

Cathy Curran | Communications Manager, National Dairy Council | | 01 290 2518 or 086 8777 664

About the National Dairy Council

The NDC is a farmer-funded representative body that works to promote and protect Ireland’s internationally-renowned dairy reputation for excellent products, sustainably produced. We believe in a future in which Irish dairy is recognised and trusted as a vital part of people’s diet, indispensable to Ireland’s social and economic wellbeing. All of our actions are built on a comprehensive understanding of dairy’s role across the life-stages, supporting and using research to answer important questions about dairy products, how they are produced and their role as part of a balanced diet. The NDC plays a vital role in shaping Irish public opinion on dairy production & products.