National Milk Promotion VERNON ACHENBACH JR. Lancaster Fanning Staff HARRISBURG (Dauphin Co.) Dairy producers who sup port the Pennsylvania Dairy Prom otion Program and MAMMA may be able to see some of the fruits of their milk promotion dollars this fall as a nationally award winning series of dairy promotion commer cials can be expected to be seen across the nation. The series of commercials were produced by the California Milk processor won acclaim within the advertising industry, going head-to-head against all other types of commercial televi sion advertising campaigns. PDPP is able to buy into the program because it is a member of a cooperative national agreement between milk promotion boards to share support of high quality mark eting information and advertising production. Dairy Management Inc. was formed this January to oversee the administration of collective prom otion programs, with oversight provided by the board’s of direc tors of the National Dairy Board and the United Dairy Industry Association. PDPP is a partner in the UDIA. On May 24 both boards voted to adopt the California Milk Proces sor Board’s “Got Milk?” campaign for DMl’s national fluid milk advertising. The campaign includes a series of seven commercials, all based on “deprivation,” according to Richard Norton, manager of the Middle Atlantic Milk Marketing Association (MAMMA). KING CONSTRUCTION CO. Specializing In Free- Stall Barns, Milking Facilities and Heifer Barns 32' X 180' Virginia Style Heifer Barn Built Jn Myerstown 601 OVERLY GROVE RD., NEW HOLLAND, PA 17557 (717)354-4740 • PHIL VAN LIEU (HOME): (7t7) 259-9077 Norton said Friday morning that he had just finished discussions in Chicago on Thursday about parti cipating in the national campaign. He said that it is expected that every promotion board across the nation will be participating. He praised the quality and effec tiveness of the commercials, and said that after initially being aired in California, milk sales responded well He expressed confidence that this series should be effective in boosting milk sales nationally. “Uniting behind one effective fluid milk message to consumers is the best way the industry can focus its resources and have the most impact,” said Herman Brubaker, chairman of DMI and a dairy pro ducer in West Alexandria, Ohio. "DMI is providing the leader ship needed to unite the industry behind one message to the consumer.” , According to Brian Ross, mana ger of the PDPP, not only is the promotion program buying into the national promotion, but New York is as well. “They’re very good spots,” said Ross. “They ate some of die best on the market” Currently, DMI has two of the largest fluid milk campaigns on the air its “Milk. Help Yourself" series and the “Got Milk?" According to a news release from DMI, “Both ate behavior oriented campaigns that comple ment the nutrition-oriented mes sages in the Milk Processor Prom otion Board’s ‘Milk. What a Surprise!’ print campaign launched in in January.” II 8 Ft, Deep Pit With Waffle Slats And Rubber Dust Mattresses. Campaign Offers Top Television Ads The seven “Got Milk?" com mercials deal with different sce narios. but all the same theme someone eats or wants <o east a food that traditionally gets washed down with milk, such as chocolate chip cookies, a brownie, or a bowl of cereal: and there is no milk. In the top award winner, called “Aaron Burr.” a young man eats a thick peanut butter sandwich and just after it’s in his mouth, the tele phone rings. This young man is an expert on Aaron Burr and is listening to a radio quiz show program offering $lO,OOO for the right answer to a history question. The answer is “Aaron Burr.” However, the young • man doesn’t have enough milk on hand to wash down the peanut butter sandwich and answer the question. Others in the series are called “Baby & Cat," "Couple,” “Heaven,” “Insomniac,” “Diner,” and “Santa.” Without giving away the uni queness of the commercials, in Baby & Cat, a father runs out of milk for his cereal and notices that his baby has milk in its bottle and the cat has a bowl of milk. In the Couple, a young women tells her fiance that she can’t believe what he did to her. Not knowing that she is upset about him drinking the last of the milk and leaving her without any for cereal, he then confeses that the diamond ring isn’t real, and that he has a prison record. In Heaven, an arrogant mean spirited business man is killed by a truck and goes into the afterlife. (Turn to Pago A3S) 44 X 200 3-Row Slatted Free Stall Barn & Milking Center Lc neuter Fvmtaft Saturday, J*«*l A In the television commercial called Baby & Cat, this father/family man is upset because he has run out of milk and can’t enjoy his morning bowl of cereal. Looking out, the man sees that his baby, In a high chair at the other end of the table, has milk. In another scene not shown, the man also notices that the family cat is drinking milk from a saucer. With this closeup of the baby and the milk bottle, the sound track Indicates rejection of the idea of taking the baby’s milk for the cereal. However, a cat howl is heard briefly after that. 18-KW - LP Gas 30-KW - LP Gas 200-KW Deisel 20-KW - LP Gas 2tloo-KW Deisel 150-KW Deisel skrvic!': MAXI-POWER DISPATCI 330 Fondenrhite Rd. 717-273-4844 Automatic Systems • USED Lebanon, PA 17042 1-800-272-MAXI f
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