818-Lancaster Farming, Saturday, March 27, 1993
Consumers Hear
HARRISBURG (Dauphin Co.)
Consumers across the state are
hearing that people like milk and
“It Shows.” This new advertising
program in Pennsylvania is part of
a national fluid milk campaign de
signed to reach adult milk drink
ers. Two new commercials are
part of a unified advertising pro
gram, nationally sponsored by the
National Dairy Board, United
Dairy Industry Association, and
regional promotion programs
throughout the country. In Penn
sylvania, this program has been
supported and extended by the
Dairy Promotion Partners.
The Partner organizations,
American Dairy Association and
Dairy Council, Mid East UDIA/
F.O. 36 Advertising and Promo
uon Agency, and the Pennsylva
nia Dairy Promotion Program,
have extended the national cam
paign of 20 weeks to a total of 32
weeks of fluid milk advertising in
Pennsylvania. In addition, the
Partners are sponsoring radio ad
vertising over the total 32-week
period.
ADC Meets Farmers* Needs
More Than $129 Million in Extra Payments
"At Atlantic Dairy Cooperative, our mission
is to maximize returns to members. In the past
six years, we returned more than $129 million
to members in equity payments, over-order
premiums and quality bonuses. That’s an
average of $36,600 per member. And these
extra dollars are continuing at the rate of $1.7
million a month.
’’When non-members ask me why they
should belong to Atlantic Dairy Cooperative,
I am happy to report that we are financially
healthy, strong in membership and growing in
sales. ADC is the region’s largest and most
fiscally-sound cooperative, with a guaranteed
market and outstanding benefits.
"More dairy farmers joined us last year than at any time in the
past decade. If you are not an ADC shipper and are worried about
your own milk market, then you should talk to the cooperative that
is facing the future with confidence.”
idc
Atlantic Dairy
The results from extensive re
search of fluid milk drinkers were
used to create the new unified ad
vertising campaign. The study
showed that heavy and moderate
milk drinkers, ages 18 and over,
were the best target audience for
milk advertising. This audience
incorporates both men and wom
en, along with various ethnic
groups. These television viewers
offer the dairy industry three op
portunities to increase milk sales,
through; the sheer size of the
group; the volume of milk con
sumed by this group; and the po
tential for group members to im
pact children’s milk consumption.
Within Pennsylvania, the Part
ners have targeted five markets -
Alloona/Johnstown, Erie, Harris
burg/Lancaster/Lebanon/York,
Pittsburgh, and Wilkes-Barre/
Scranton. The campaign includes
network television and radio in
these markets. In addition, the
schedule includes three weeks of
ice cream television and radio ad
vertising.
The fluid milk campaign is tilt-
Atlantic Dairy Cooperative
1225 Industrial Highway, Southampton, PA 18966
1-800-645-MILK
That People Like Milk, It Shows
ed “It Shows” and features two
commercials - “She Shows” and
“He Shows.” The new commer
cials build on the “Milk It Does A
Body Good” theme and show how
milk’s nutritional benefits . . .
Vitamin A for bright eyes, cal
cium for strong bones . . . help
adults of all ages look and feel
their best.
On radio, two 60-second com
mercials, “Feel Good” and
“Healthy and Happy,” reinforce
the message that “when you drink
milk, it shows.” These messages
complement the television com
mercials with upbeat music and an
announcer who reminds consum
ers about milk’s benefits - cal
cium, protein, and vitamin A.
Dairy farmers looking for these
new, exciting commercials should
be watching the evening news and
prime time television programs in
their area. The unified advertising
plan has a strong emphasis on
buying network television while
local units purchase spot advertis
ing to extend these efforts. Nation
ally, the campaign will be seen on
Robert B. McSparran
President
highly rated evenings for various
networks. This includes the CBS
network’s top line-up on Monday
evenings and NBC’s lineup on
Thursday evenings. Television
shows like “LA Law,” “Northern
Exposure,” and major television
movies will feature milk commer
cials. National network evening
news programs will also feature
milk messages and sponsorships.
Top radio stations in the state
have been targeted for fluid milk
advertising. These stations are se
lected to complement television
advertising. Milk advertising airs
Horse Show,
Start spring off right by attend
ing the Gloucester County 4-H
Horse Show, Craft Show and Tack
Sale on Sunday, April 4 at 8:30
a.m. to 5 p.m. at the Gloucester
County 4-H Fairgrounds, Route
77, Mullica Hill, NJ. Open to the
public, no admission fee, plenty of
free parking, rain or shine, re
freshment stands will be open.
First Horse Show of the season to
primarily on weekday drivetime
as well as during the weekend.
The Partners have also negotiated
for special milk promotions on
radio stations participating in the
campaign. These include events at
ski lodges and activities at parks.
In total, the unified advertising
plan offers dairy farmers a 20%
more efficient advertising pro
gram throughout the country. In
Pennsylvania, this efficiency is
even greater due to the coopera
tive work by the Dairy Promotion
Partners.
Craft, Tack
be held at the Fairgrounds with
English and Western riders and a
large variety of animals. More
than 50 crafters have signed up
and will be displaying and selling
crafts of all types. Grooming man
agement supplies, riding apparel,
and used equipment will be sold at
the Tack Sale. For more informa
tion contact the Gloucester Coun
ty 4-H Office at (609) 863-0007.