New milk promotion programs approved
SYRACUSE, N.Y. Decisions
have been made both locally and
nationally for expenditures of the
funds made available by the new
Dairy Promotion Program. Dairy
farmers nationwide are currently
contributing IS cents per hun
dredweight of milk towards milk
promotion, and are expected to
invest over $2OO million into ad
vertising during the next year. Ten
cents will be invested locally by
Federal Order 2 dairy producers
into promotion programs being run
by the American Dairy Association
and Dairy Council. The remaining
five cents is being used nationwide
by the National Dairy Promotion
and Research Board.
LOCAL PROMOTION
At a recent meeting, the Board of
Directors of the American Dairy
Association and Dairy Council
approved a three-point plan for the
$2,270,000 in additional funding
made available from the Dairy
Promotion Program. The ADA/DC
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is currently receiving ten cents per
hundredweight from Federal
Order 2 dairy farmers in New
York, New Jersey and Penn
sylvania.
The three-point promotion plan
will cover the following areas;
more aggressive fluid milk ad
vertising; a new calcium
promotion program; and a Holiday
Hospitality promotion featuring
dairy products. This plan will
supplement current ADA/DC
advertising programs already in
place.
The new plans for fluid milk
advertising are designed to reach a
larger target audience and in
crease per capita expenditures
throughout the Federal Order 2
milk marketing area. Currently,
the fluid milk campaign is targeted
at the 12-34 age group with per
capita expenditures of 15.8 cents.
The new program expands the
target audience to the 6-34 age
group with projected expenditures
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of 20 cents per capita. The goal will
be to increase the consumption of
milk through the use of television
and radio advertising using the
“Milk’s Got More” theme.
The second point of the new plan
addresses the fact that calcium
deficiency has become a major
public health concern. Since dairy
products account for 72 percent of
the calcium in the American diet,
dairy farmers have a tremendous
opportunity for expanding their
markets with this program. The
goal will be to increase the
awareness of the importance of
dairy products in preventing the
health risks associated with low
calcium intake. The program will
use newspaper and radio ad
vertising combined with existing
Dairy Council programs.
The final phase of the new
funding will be a Holiday
Hospitality program scheduled for
the end of this year. Holiday time
is a very strong period for real
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dairy product consumption. The
promotion will use supermarket
promotion materials, combined
with radio advertising in order to
promote the use of cream, butter,
cheese and eggnog in holiday
meals.
The above plan has also been
approved by the New York State
Promotion Advisory Board.
NATIONAL PROMOTION
The remaining five cents from
the total 15 cent promotion
deduction is being used nationally
to supplement local promotion
programs. The National Dairy
Promotion and Research Board
has approved a $50,640,000
promotion plan for the purchase of
national television and print ad
vertising between September 1 and
April 30.
The approved plan will focus on
four areas. Seventeen million will
be put into fluid milk advertising,
$24 million will be used for a new
cheese campaign, $7 million will be
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used to promote butter, and $3
million will be invested in a
calcium program.
The above program was
designed by the National Board to
coincide with programs being run
by local milk promotion agencies.
According to the original draft of
the Dairy Promotion Act,
“Coordination between the
national dairy promotion program
and existing State and regional
programs is given high priority by
the Act.” Therefore, the Board’s
main objective was to supplement
current local programs and avoid
duplication of advertising
strategies.
The entire Dairy Promotion Plan
is scheduled to continue until
September of 1985. At that time a
national producer referendum will
be taken in order to decide on the
continuation of the program.
For further information on milk
promotion programs, contact the
American Dairy Association and
Dairy Council toil free at 800-ADA
MILK (in New York) or 800-HOT
MILK (in New Jersey and Penn
sylvania).
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