The dairy checkoff has unveiled “Dairy Does More,” a national marketing platform to help grow demand by reshaping how consumers think about dairy foods.
Developed by Dairy Management Inc., the initiative brings to life the “Undeniably Dairy” brand in a contemporary way and reflects a long-term strategy to strengthen dairy’s role in modern lifestyles. DMI said the idea is about unlocking new growth by helping consumers see dairy products of all kinds in a whole new light. “Consumers often put food into boxes,” said Aris Georgiadis, senior vice president of marketing communications. “Milk is for kids, yogurt is for breakfast, and cheese is for dinner, but it’s our job to break those patterns.”
Dairy Does More launched March 2 and will be supported by three 30-second digital video spots, social media activations, and in-market programs. State and regional checkoff teams will have opportunities to leverage campaign elements in their social and marketplace programs.
