The dairy industry finds it a hard road to gain public favour. Much of the publicity centres on the environment and the price of cheese with many views very entrenched. Many New Zealand kids didn't have a view one way or another, but had alarming levels of knowledge about the world of dairy and what makes it tick. A long term problem that required long term thinking.

- The world’s first Cowbassador, Rosie the cow
- A road show around New Zealand
- A mix of advertising, experiential marketing, PR
- Combined with extensive resources being fed into schools
- Meetings with the Prime Minister, Richie McCaw and many others
- A potential New Zealand institution

- Improvement in favourable perceptions
- A large and growing Rosie fan base
- Demand from around New Zealand for Rosie
- Kids are now forming views on dairy farming that will last a lifetime