Ad Age Recognizes Wisconsin’s Born to Dairy Campaign

Featuring Real Dairy Farmers

Dairy Farmers of Wisconsin’s storytelling campaign was highlighted alongside work from Pepsi, Verizon, Etsy and White Castle.

The stars of Wisconsin’s latest nationally acclaimed marketing campaign aren’t celebrities or actors. They’re dairy farmers.

 Dairy Farmers of Wisconsin’s Born to Dairy campaign has been named one of Ad Age’s “13 Creative Campaigns to Know About Today,” alongside campaigns from some of America’s most recognizable brands, including Pepsi, Verizon, Etsy and White Castle, honoring an approach that puts real farm families at the center of the story.

For Wisconsin’s dairy industry, the distinction represents more than a creative achievement. It signals that authentic stories about dairy farmers are breaking through today’s crowded media landscape and helping strengthen connections between consumers, dairy products and the people who produce them.

“What started as a marketing campaign has become a movement that has united an entire state around dairy,” said Suzanne Fanning, Chief Marketing Officer at Dairy Farmers of Wisconsin and campaign creator. “This acknowledgment from Ad Age is exciting because it validates something our farmers have always known: the people behind Wisconsin dairy are our greatest strength. When consumers see the faces, hear the stories and understand the passion behind the products they love, they build a deeper connection to dairy.”

Born to Dairy was built on a simple idea: the most compelling ambassadors for Wisconsin dairy are Wisconsin dairy farmers themselves.

Rather than focusing only on products, the campaign celebrates the personalities, traditions, innovation and dedication of the farm families behind Wisconsin dairy. Through storytelling, billboards, buses, milk trucks, social platforms, trading cards and partnerships with beloved Wisconsin brands and personalities, Born to Dairy has introduced millions of consumers to the real people behind America’s Dairyland.

Since its launch, Born to Dairy has generated more than 7 million video views, billions of billboard impressions and thousands of positive social media comments, while reducing negative sentiment by 80% and contributing to an increase in dairy sales. The results demonstrate how authentic storytelling can strengthen consumer connections and drive measurable business impact.

And that connection matters. Born to Dairy reflects growing consumer interest in understanding where food comes from and the people who produce it.

“This recognition isn’t just exciting because it puts Born to Dairy on a national stage,” said Andrew Christenson, Wisconsin dairy farmer, Dairy Farmers of Wisconsin board member and one of the farmers featured in the campaign. “It’s exciting because it shines a spotlight on real Wisconsin dairy farmers who pour their hearts into caring for their animals, stewarding the land and producing the dairy products we know and love. Seeing our stories resonate beyond agriculture and connect with consumers not just in the state but across the country reminds us that sharing our story really does make a difference.”

To learn more about Born to Dairy and meet the farmers featured in the campaign, visit BornToDairy.com.