Growing Demand For Dairy

Tailoring Our Message and Approach To Reach Consumers

In order to grow demand for dairy products, your dairy checkoff focuses on two key objectives:

• Use digital media to reach consumers through targeted, measurable efforts.
• Tailor messaging to align with interests and values unique to each audience.

Meeting Consumers Where They Are

The media landscape looks far different than it did 20, 10 or even five years ago; today, your dairy checkoff reaches consumers of all ages through a variety of channels, providing them with health and nutrition information as well as inspiration for enjoying dairy in their daily lives. Paid advertising takes place digitally through social media, streaming services, online gaming, grocery apps and more. The checkoff has also engaged a group of popular online influencers, collectively called the Dairy Dream Team, to share recipes and facts about dairy production directly with their followers.

Reaching Key Audiences

Gen Z’s spending power exceeds $100 billion, making it imperative for the dairy industry to find ways to connect with this emerging demographic. Your dairy checkoff’s strategy is built around reaching key audiences — including young adults and parents with children under age five — with messaging that aligns with their values, including social impact and health benefits. These efforts are critical to growing demand and keeping dairy top of mind with consumers.

“Checkoff is engaging with the younger generation through digital media in ways that maybe don’t make sense to us as farmers but are very effective and using our checkoff investment in a really good way.” – Crystal Grimaldi, Ideal Dairy (New York)