ROSEMONT, 111. - Dairy
Management Inc. (DMIO has
launched, "Behold the power of
Cheese'", its largest-ever cam
paign geared to increasing con
sumer cheese consumption.
'"Behold the power of Cheese,'
which is funded by dairy farmer
checkoff dollars, is based on
DMI consumer segmentation
study that identified the two key
consumer groups with the great
est long-term growth potential
of the dairy industry,” said DMI
Chairman Herman Brubaker,
an Ohio dairy farmer.
"These two consumer seg
ments, called cheese cravers and
enhancers account for 44 per
cent of all at-home cheese con-
NewslPublication
Deadlines Set
Public Sale Ads 4 p.m., Friday, 1/2.
Mailbox Markets 4 p.m., Friday, 1/2.
Section D Classified Ads 5 p.m., Tuesday, 1/6.
Farm Equipment Ads 9 a.m., Wednesday, 1/7.
All Other Display Ads 9 a.m., Monday, 1/5.
General News Noon, Wednesday, 1/7.
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HOUSING
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12/27/97 555* 717-866-7565 • 1-800-845-3374 **
DMI Launches Largest-Ever Cheese Campaign
“me , * cheese m ar k e ti?g p£ by th. ad. erti si„ 8
3" ’ he S£TS£ Pa ’*Foodservice pa rt neria g
m , . . . . j Gallacrher DMI chief executive efforts to develop new and
This new, integratedl cam- gher ’ UMI improved restaurant menu
paign is supported by a $55 mil- orac • items highlighting cheese.
lion budget for local and nation- . An B ag |ressiv e consumer
al promotion representing a public relation campaign featur
mnding increase of more than
40 percent over the 1997 cheese
marketing plan.
The "Behold the power of
Cheese" advertising, retailer
programs, foodservice market
ing and public relations compo
nents of the plan are designed to
directly reach both cheese
"cravers" and cheese
"enhancers" with messages and
motivations to buy more cheese.
(Continued from Page A 1)
January 9th Issue
HEATING
r Mx'f'n hint Jon w
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Agricultural Heaters
models from
40,000 BID
to 225,000 BTU
The Purafire heater
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VENTILATION
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Barn Koolar Fans
therefore more
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.ffIWL available in 20"
|p^'py 24 " &36 "
"Increased operating efficien
cies and a coordinated plan with
industry partners for fluid milk
marketing freed up more dollars
for cheese, allowing DMl's
farmer directors to approve
their largest, most comprehen
sive cheese program to date. Our
goal is to raise cheese consump
tion from the current level of
28.6 pounds per person annually
to 31 pounds per person by the
year 2000," he said.
The cornerstone of the cheese
marketing plan is the brand new
national advertising campaign
that targets the hearts and taste
buds of consumers with the
tagline "Behold the power of
Cheese.™ 1 '
A seasonal television spot is
airing in December only in order
to capitalize on holiday sales
opportunities. The full cam
paign, which includes national
television and print advertising,
will launch in late February.
Addition program elements
include:
•Retail marketing efforts
designed to motivate consumers
tn act on cheese cravings trig-
Ventilation Equipment
Because of its
design, it
provides more air
movement and
Hours; Mon-Fi
PAIA Names Peechatka
EPHRATA (Lancaster Co.) -
Walter N. Peechatka, Camp
Hill, Cumberland County, has
been named the executive vice
president of PennAg Industries,
effective Dec. 8.
Peechatka retired in June
1997 a executive deputy secre
tary of the Pennsylvania
Department of Agriculture.
He had served previously as
deputy secretary for regulatory
programs and as director of the
Bureau of Plant Industry where
he administered programs relat
ing to pesticides, feed/fertilizer,
and other regulatory programs
of the Department.
A graduate of the
Pennsylvania State University
with a B.S. in forestry,
Peechatka began his career with
the Pennsylvania Department of
Forest and Waters.
He was a program specialist
for the State Soil and Water
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SEE US AT THE KEYSTONE FARM SHOW, JAN. 6 & 7
UteftW- Fairing, Saturday, Pecembef 27, 19Q7-A-
ing media placements, con
sumers leaflets and other tactics
highlighting cheese.
DMI manages
the American Dairy
Association®, National Dairy
Council® and U.S. Dairy Export
Council®.
Conservation Commission and
served as Director of the Bureau
of Soil and Water Conservation
for the Pennsylvania
Department of Environmental
Resources.
For five years he served as
executive vice president of the
Soil and Water Conservation
Society, Ankeny, lowa.
PennAg Industries is a 450-
member trade association repre
senting feed, grain, transporta
tion, fertilizer, pesticide,, and
other sectors of agriculture in
Pennsylvania.
Peechatka said he is looking
forward to representing the
interests of the association, and
will work with the board of
directors to increase the associa
tion's visibility in Harrisburg.
He and his wife Bonnie have
two grown sons. They are mem
bers of Messiah Lutheran
Church in Harrisburg.
Heat Outputs
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15,000 - 325,000 Btu’s