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Undeniably Dairy campaign launched

The dairy industry has launched a new consumer awareness and marketing campaign.  Dairy Management Inc. calls it Undeniably Dairy, and it will be widely used in print, electronic, and online media.  Beth Engelmann with DMI says the campaign will focus on more than dairy nutrition.  “This campaign is all about the consumer.  We want to answer their questions.  We want to proactively share our stories.”

Engelmann says Undeniably Dairy is different from the old Got Milk? campaign.  “The Got Milk? campaign was one category.  It was focused on milk.  This is milk, cheese, yogurt, ice cream, whey, you name it.  It’s to really represent all of the fun and delicious variety of products that are in the dairy community.”

Brillion, Wisconsin dairy farmer Amber Horn-Leiterman is the National Dairy Promotion and Research Board Chairperson.  She says consumers want to know more about how their food is produced.  “We’ve been striving to do the best we can on our dairies, and while that’s been going on, the consumer dynamic has vastly changed.  You know, they want to know what we are doing.  They have certain needs that need to be satisfied as to how their products are produced and they need to trust us.”

DMI says Undeniably Dairy can be used with other promotional efforts, and they say one national pizza chain is already planning to incorporate the message in their advertising and packaging.

DMI staff also plan to work with Food Network and The Cooking Channel on dairy-themed programs during June Dairy Month.