National Dairy Board approves new calcium ads
ARLINGTON, Va. - A series of
National Dairy Board-sponsored
television commercials and
magazine advertisements for
dairy calcium will appear on
national airwaves and in major
print media starting about Jan. 1,
1985.
The 36-member Board of dairy
products unanimously approved
the contract for this major calcium
promotion effort, and for expanded
cheese advertising, at its meeting
in San Antonio, Texas on Nov. 30.
The meeting began immediately
on conclusion of the National Milk
Producers Federation annual
meeting in that city from Nov. 26-
29.
The theme of the television
advertising, “Softly She Moves,”
was selected by the Board from
among four potential themes due
to extremely positive response to it
in preliminary audience testing.
There will also be four one- and
two-page color print ads for teens
and young women, adults, and
mature women with the theme,
“Dairy Foods. Calcium the way
nature intended.”
The calcium promotion thrust is
the Board’s first program to be
designed at its direction. Since the
National Dairy Board’s ad
vertising effort began in Sep
tember, its program has been a
combination of new and existing
milk, cheese, and butter and
calcium commercials and print
ads.
In other important action, the
Board took a major step toward
coordinating its advertising with
that of other segments of the dairy
industry. The Board authorized its
staff to begin discussions with the
Milk Industry Foundation (MIF)
and the International Association
of Ice Cream Manufacturers
(lAICM) to develop a com
plementary ice cream advertising
program for the summer of 1985.
The MIF and lAICM have
agreed in principle to the ad
vantages of a joint effort. Under it,
they would develop and support
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branded advertising, while the
Board would do the same for
generic ice cream ads. Strong
efforts would be made to tie both
types of ads together visually and
to ensure coordinated television
advertising.
Said Board Chairman Ivan
Strickler, “We will work together
to coordinate our programs ef
fectively, so that these two kinds of
advertising reinforce and support
one another.”
“This is an excellent opportunity
to explore how we can work
branded and' generic advertising
together to the benefit of both,”
said Louis Calcagno, Vice
Chairman of the Board and
Chairman of the Advertising and
Sales Promotion Committee.
As part of its work to seek out
and support innovative work on
developing new dairy products
that will appeal to ever-wider
segments of the consumer market,
the Board authorized its staff to
study a grant proposal from
Clemson University researchers
for developing a lowfat, low calorie
sour cream.
This action reflects the Board’s
commitment to compete
aggressively for a larger share of
the consumer market and is a
response to the recent introduction
by major fast-food chains of sour
cream-topped baked potatoes.
The Board also authorized the
final execution of 19 product
research and development grants
for which it authorized funds in
October. Research on these grants,
which will focus on developing new
products or reducing processing
costs, will begin at 12 major U.S.
universities on January 1.
Future Board meetings will be
held at various sites around the
country in conjunction with dairy
organizations’ meetings, so as to
facilitate communication and idea
sharing among industry leaders.
The next Board meeting is
scheduled for January 22-23 in
Washington, D.C.
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and Research Board was
established by Act of Congress to
develop a coordinated program of
promotion designed to strengthen
the dairy industry’s position in the
marketplace and to maintain and
UNIVERSITY PARK - Herman
R. Purdy, professor emeritus of
animal science at Penn State, was
named the recipient of the Saddle
and Sirloin Club’s Portrait Award
for 1984 - one of the most
prestigious awards bestowed by
the livestock industry.
Purdy’s portrait was hung in the
club’s gallery on Nov. 11 at a
dinner ceremony during the North
American International Livestock
Show. The portrait was added to
the 307 previous portraits in the
West Hall of the Kentucky Fair and
Exposition Center in Louisville.
Purdy has worked professionally
with livestock since he graduated
from Ohio State University in 1943
with a bachelor’s degree in animal
science. He then worked at Ohio
State’s meat laboratory until he
was placed in charge of the
university’s beef herds in 1945. In
1946, he took charge of the Ohio
State Livestock Judging Teams,
and his students won the In
ternational Livestock Judging
Contest.
Purdy was head of pedigree
livestock at Penn State from 1954
to 1972. He received a master of
science degree in 1958. Under his
guidance, Penn State had seven
winning judging teams. Penn State
won the International Livestock
Judging Contest in 1966.
Purdy is also the only person
ever to judge all three beef cattle
breeds in England and Scotland in
the same year, and the second
American to judge the Smithfield
Fat Stock Show in London. Besides
judging in 44 states, Purdy has also
judged in Argentina, New Zealand
and Australia.
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Lancaster Fanning, Saturday, December 15,1954-A29
expand domestic and foreign
markets and uses for fluid milk
and dairy products.
This national program is
promotion, research and nutrition
education is financed by a man
datory IS-'’' l *’* iw hundredweight
Dr. B.R. Baumgardt, associate
dean of the College of Agriculture
at Purdue University and former
associate dean for agricultural
research at Penn State, said Purdy
is “articulate, stimulating, one
who makes you think and justify,
and an educator not only
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assessment on all milk produced
and marketed in the contiguous 48
states. The ’ 36-member policy
making board of dairy producers
was appointed by Agriculture
Secretary John Block.
award
in his subject matter, but in
enhancing the development of the
whole person.”
Purdy’s portrait, painted by the
celebrated artist Everett
Raymond Kinster, will be paid for
entirely by private contributions.
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