Telling Dairy’s Story through Integrated Marketing Campaigns

Annalise Kieley| View Author Bio
younger couple looking at milk in dairy aisle

The pandemic continues to impact people’s food choices. Research shows consumers want to buy more foods with health benefits and are seeking affordable foods that taste good (DMI Strategic Intelligence Steering Committee, August 2020).

Through the remainder of 2020, New England Dairy will show consumers across the region how dairy can meet their needs with several integrated marketing campaigns. The marketing campaigns will feature messages about dairy health, enjoyment, and sustainability. As consumers continue to cook at home while seeking nutritious, comforting ingredients, our campaigns will highlight that dairy is a local, affordable, and crucial part of their everyday lives.

Regional: Home Fridge Advantage

New England Dairy has teamed up with New England Patriots Defensive End Chase Winovich and 98.5 The Sports Hub Patriots Radio Network for localized execution of the Home Fridge Advantage. This campaign will highlight the many health benefits of including dairy in our diets. Every Patriots home game this season, New England dairy farmers will donate one hundred gallons of milk to families in need throughout the region. Chase is a rising football star and a champion for real dairy and dairy farmers.

Massachusetts: Massachusetts Dairy, Good for Your Health and Community

Throughout October, we are running a month-long campaign with MassLive. This integrated digital campaign will share the benefits of fueling your day with dairy while debunking popular myths about dairy products, nutrition, and farming.

New Hampshire: Dairy, Good for You and Good for the Planet

During the month of November, we will run a marketing campaign in New Hampshire. The campaign messaging focuses on milk and dairy products as local food that’s good for our planet and health. The messaging will reach our audience through traditional (TV ads) and digital channels (social, podcast ads), both of which will drive back to a landing page on our NED website.

Vermont: Dairy Enjoyment at Home for the Holidays

Starting in November, New England Dairy will partner with Vermont media group MyNBC5 on an integrated campaign focused on dairy food enjoyment. Through a mix of broadcast, online and social ads, the Vermont campaign will feature easy-to-make, comforting dairy focused recipes. The campaign will drive viewers to NewEnglandDairy.com for more recipe ideas, full lists of ingredients, and other dairy nutrition and farming information.

Through these efforts we anticipate receiving approximately 10 million views of our content throughout New England and New York, all with the intention to increase dairy consumption. Dairy consumption reached a 60-year high in 2019 of 653 pounds of dairy products per person on a milk equivalent basis, an increase of 80 pounds per person since dairy checkoff began in 1983. As the marketplace continues to shift, your local checkoff staff remain dedicated to reaching consumers where they are through innovative channels to ensure that there is a stable market for your milk.

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