Dairy checkoff launches Dairy Does More campaign
The dairy checkoff recently launched a new marketing campaign aimed at increasing consumer demand for dairy products by promoting the benefits of dairy in day-to-day lives.
Developed by Dairy Management, Inc. (DMI), the Dairy Does More initiative seeks to strengthen dairy’s role in modern lifestyles and connect consumers with information about the health benefits of dairy products.
Dairy Does More
According to a March 2 press release issued by DMI, the Dairy Does More initiative aims to spark growth and reignite relevance of dairy products in the minds and lives of U.S. consumers.
The national marketing communications platform seeks to help grow demand for dairy by reshaping how consumers think about products like milk, cheese, yogurt and kefir.
“This is about reigniting relevance for dairy and unlocking new growth by helping consumers see our products in a whole new light,” says Aris Georgiadis, senior vice president of marketing communications for DMI. “Most people already love dairy for its taste. Now we’re showing them all of the other benefits dairy provides and why it deserves a bigger role in their everyday lives.”
Focusing on the health benefits of dairy, the campaign depicts people in all stages of life enjoying dairy products alongside the tagline, “There are so many reasons for dairy.”
DMI says the goal is to have consumers see dairy’s familiar benefits paired with the unexpected, highlighting dairy’s versatility, functionality and emotional appeal while giving consumers new reasons to enjoy it throughout the day.
Boosting value
Georgiadis also emphasizes a key priority of the Dairy Does More campaign is disrupting consumer tunnel vision when it comes to dairy products.
“Consumers often put food into fixed boxes – milk is for kids, yogurt is for breakfast, cheese is for dinner,” Georgiadis says. “Our job is to break this pattern and expand how people see dairy. If they only think of milk as something for kids, how do we broaden their horizons? If yogurt is only for breakfast, how do we help them see it as a snack, a recovery food or something that pairs well with meals?”
“We’re showing young athletes there’s more to dairy beyond protein, showing parents there are incredible mind-boosting benefits beyond calcium and engaging teenage foodies by talking about nutrition in a way that feels authentic to them,” he adds. “By pairing an obvious benefit with a surprise benefit, we can disrupt tunnel vision and inspire new behaviors.”
By solidifying dairy’s place and increasing its presence in consumers’ day-to-day lives, DMI also hopes to secure increased value and opportunities for the dairy farmers who supply the products.
“This campaign is about building value for farmers and importers by strengthening dairy’s place in consumers’ lives,” says Marilyn Hershey, DMI chair and Pennsylvania dairy farmer. “When people understand everything dairy does for their health, performance and everyday enjoyment they’re more likely to choose dairy more often.”
Dairy checkoff
The Dairy Does More campaign is the latest advertising effort launched by the dairy checkoff, which focuses on fostering consumer trust in dairy products and the farm families behind them.
Georgiadis says, “Our role is to be a trusted, joyful voice that makes dairy nutrition approachable and enjoyable.”
The national checkoff program is managed by DMI, which collaborates with state and regional checkoff teams across the U.S. to boost domestic and global dairy sales through research, education and marketing initiatives.
More than 24,000 dairy farmers and dairy importers support DMI through funding, and the organization also manages the National Dairy Council and is responsible for founding the U.S. Dairy Export Council, the Innovation Center for U.S. Dairy and Newtrient.
Grace Skavdahl is the editor of the Wyoming Livestock Roundup. Send comments on this article to roundup@wylr.net.
