For nearly a decade, the checkoff’s Undeniably Dairy brand has helped strengthen consumer trust and deepen the connection between consumers and the farm families who produce milk.
This work has helped make a difference. Consumers continue to recognize dairy’s nutritional benefits, appreciate its great taste and value the people behind it.
But consumer expectations continue to evolve, and so must our approach to how we speak to and engage with our audience.
Dairy Does More addresses a challenge we consistently see in our consumer research: “tunnel vision.”
Consumers generally feel positive about dairy. They know it provides important nutrients and they appreciate its taste.
However, consumers often place foods into narrow categories. Milk is viewed as something for children only. Yogurt is seen as a breakfast food. Cheese is associated primarily with certain meals. While those perceptions are positive, they can limit how often consumers choose dairy and the occasions where it plays a role.
Parents and teens are important audiences for future growth. Parents are making food decisions for their families while rediscovering dairy foods in their own lives. Teens may drink less fluid milk as they get older, but they remain highly engaged with dairy through cheese, yogurt, smoothies, specialty beverages and other products.
These consumers already have a relationship with dairy. Our goal is to strengthen that relationship by revealing additional reasons dairy matters.
That thinking inspired our campaign theme: “So Many Reasons for Dairy.”
The idea is simple: expose consumers to benefits beyond those they know. By pairing a familiar benefit with a less expected one, we can create an “a-ha” moment that helps expand perceptions of dairy and disrupt the tunnel vision.
For example, consumers may think about dairy primarily for protein and recovery after strenuous exercise. We can build on that understanding by introducing additional benefits tied to overall wellness. Parents may already appreciate dairy’s role in helping support growing kids, but we can help them understand other ways dairy contributes to a balanced lifestyle.
These moments help consumers view dairy through a wider lens and create more opportunities for increased consumption.
Ultimately, that matters because most Americans still fall short of consuming the recommended three daily servings of dairy.
Another important element of this strategy is meeting consumers where they seek information.
Today’s families live in a digital world. They gather information through streaming platforms, social media and online videos. That means dairy must be present in these spaces with messages that are engaging, relevant and memorable.
This is why Dairy Does More uses humor and storytelling to break through a crowded media environment. Consumers encounter thousands of marketing messages every day, so to earn their attention, we need to be informative and entertaining.
The early results have been encouraging.
Since launching nationally, the campaign has exceeded many of our expectations for video views and consumer engagement. People are watching the content and staying engaged with it, giving us confidence that Dairy Does More is breaking through with them. Just as important, state and regional checkoff organizations are incorporating Dairy Does More into their own programs, creating greater consistency across the dairy community.
As we move through the year, Dairy Does More will expand into additional channels, including retail and e-commerce efforts, helping reinforce dairy’s benefits closer to the point of purchase.
For dairy farmers and importers, this work reflects a long-term commitment to building demand and maintaining relevance in a competitive marketplace.
Through Dairy Does More, we’re helping consumers discover new reasons to choose dairy more often, creating more opportunities for it to remain relevant, valued and part of everyday life.
To learn more about your national dairy checkoff, visit DairyCheckoff.com or to reach us directly, send an email.
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