A delicious slice of cheddar on a burger at the family barbeque, a cold glass of milk or a scoop of ice cream on a piece of birthday cake. There is no denying the enjoyment that dairy can bring to special moments and to our favorite foods. However, with so many choices in the dairy aisle - including non-dairy and plant-based alternatives - many people are seeking credible information about what dairy actually is, and they have questions about the practices of the dairy industry.
In a multiyear effort to reintroduce America to dairy, the Innovation Center for U.S. Dairy – in partnership with America’s Dairy Farm Families and Importers – is launching “Undeniably Dairy™,” the first category campaign of its kind.
“Through the Innovation Center for U.S. Dairy, the dairy community has worked together to establish common ground on our top priorities and values, from responsible production and sustainable nutrition to economic value,” says Barbara O’Brien, president of the Innovation Center for U.S. Dairy. “We feel that now is the absolute right time to come together with one voice to share the community’s story – to celebrate the delicious, nutritious foods in the dairy aisle and the people who bring them to your table.”
In addition to showcasing the undeniable taste and enjoyment that comes from dairy – like a warm slice of pizza or a yogurt parfait on a summer day – the campaign will also spotlight the undeniably positive role the dairy community plays in America today.
“Despite dairy farms being in all 50 states and most of us living within 100 miles of a dairy farm, many people have never set foot on a farm,” says Beth Engelmann, chief marketing communications officer at Dairy Management Inc., which represents America’s nearly 42,000 dairy farmers and importers. “Undeniably Dairy is about reestablishing the connection between the enjoyment of the product and the hard work and pride of the people who make it possible. This campaign is unprecedented in that it unifies a vast and diverse dairy industry and array of dairy products behind a single platform.”
A variety of multimedia content will remind people of the starring role dairy plays in special moments, while also sharing how the industry continues to evolve – from using innovation and technology to deliver exceptional animal care and a nutrient-rich product, to supporting local communities.
Today, farmers use 65 percent less water and 63 percent less carbon per gallon of milk produced. And for every $1 million of in-store U.S. milk sales, 17 new jobs are generated.
“When you see a dairy farm, you’re usually looking at multiple generations of providing for the community, multiple generations of land conservation, multiple generations of business innovation,” says Amber Horn-Leiterman, a Wisconsin dairy farmer. “And that often means being an early adopter when it comes to new technology that allows us to advance and improve animal care, capture and reuse our resources and maintain a total commitment to producing products that are safe, healthy and nutritious.”
A Multiyear Campaign
The multimedia campaign will be revealed through an online video that showcases the joy of dairy in everyday life moments, while spotlighting farmers’ contributions to the community. The full effort will feature a new logo and premier media campaign, including a convergent on-air and digital marketing campaign with Food Network and Cooking Channel in June to celebrate National Dairy Month and national on-farm events where farmers will invite the community in to learn more about modern farming practices. Original content will be shared across Facebook, YouTube and other social platforms. A preview of the campaign video along with other content can be found at www.undeniablydairy.org.
Moving forward, the campaign will continue to dive deeper into the undeniable taste and enjoyment of dairy, as well as the undeniable commitment that the dairy industry has made to being a relevant and socially responsible part of local communities across the country.
Innovation Center for U.S. Dairy® is a forum that leverages the collective power of the dairy community to address the changing needs and expectations of consumers through a framework of shared best practices and accountability. Our voices span the food chain, from dairy farms through retail, including farmers, companies, organizations and grocers. We focus on priorities that are pre-competitive in nature, where working together brings strength and the opportunity to make meaningful change. Initiated in 2008 by dairy farmers through the dairy checkoff, the Innovation Center collaborates on efforts that are important both to us and our valued customers – issues like food safety, nutrition and health, the environment and economics. We are committed to continuous improvement from farm to table, striving to ensure a socially responsible and economically viable dairy community.
Dairy Management Inc.™ (DMI) is funded by America’s nearly 42,000 dairy farmers, as well as dairy importers. Created to help increase sales and demand for dairy products, DMI and its related organizations work to increase demand for dairy through research, education and innovation, and to maintain confidence in dairy foods, farms and businesses. DMI manages National Dairy Council and the American Dairy Association, and founded the U.S. Dairy Export Council and the Innovation Center for U.S. Dairy.