May 30 2023 09:00 AM

Promotional efforts guided by the dairy checkoff are available to help promote milk and other dairy products during June Dairy Month.

The dairy checkoff is hoping consumers will be thirsty for a glass of milk after watching social media content depicting several ways milk remains a tried-and-true complement to a peanut butter sandwich, cookie, or cereal.

Celebrating milk as the core aspect of all dairy foods is the purpose of a checkoff-led effort that kicks off on World Milk Day (June 1) and continues throughout National Dairy Month. The “Thirst Trap” video will appear on Dairy Management Inc. (DMI) social media properties, including Instagram and TikTok. It is created in a fun manner with catchy music designed to appeal to Gen Z and young millennial consumers.

In addition to the “Thirst Trap” video, the checkoff is teaming with Go Bold with Butter to feature a fun food trend called “butter bombs.” Check out this TikTok video to see a butter bomb in action!

We are hoping to grow the butter bomb trend in popularity through videos and recipes on DMI’s Instagram, YouTube, and TikTok properties as well as those of state and regional teams. We’re also tapping our “Dairy Dream Team” social media influencers to highlight their creative butter bomb recipes.

The goal is to prioritize awareness and use of butter with a focus on the enjoyment that comes from cooking and baking with it. We hope to show Gen Z and millennial parents that butter is full of flavor and a necessary ingredient for all dishes.

June-focused content will include an in-depth story profiling the many ways dairy farmers care for their cows at The checkoff also is partnering with Time magazine on a story highlighting how dairy cows are the ultimate up-cyclers and vital to waste management innovation. The story will feature the efforts of Pennsylvania dairy farmer Brett Reinford, a former winner of the U.S. Dairy Sustainability Awards.

Finally, the month can’t go by without promoting dairy-licious recipes, such as Strawberry Boba Tea, Mediterranean Sheet Pan Dinner, Creamy Summertime Coleslaw, Lemon Ricotta Sheetpan Pancakes, Salad on Stick for National Eat Your Veggies Day, and our Homemade Frozen Custard to kick off the first day of summer.

Farmers and state and regional checkoff staffs are encouraged to join the National Dairy Month celebration and share this content on their channels!

To learn more about your national dairy checkoff, visit, sign up for the Your Dairy Checkoff Newsletter, or to reach us directly, send an email to

Don Schindler

The author is a Senior Vice President of Digital Initiatives at Dairy Management Inc.