Dairy Farmer-Funded Promotion, Research Efforts Work
ROSEMONT, 111. Daily
farmer-funded promotion and re
search efforts continue working to
help increase dairy product
demand. These efforts saw some
notable results in 1998, as evi
denced by these top “hits.”
1) Projected sales of total milk
increased. Sales of milk going into
all dairy products are projected to
have grown by 2 percent in 1998.
2) Producers and processors
formed an integrated fluid milk
marketing plan, hr 1998, farmer
funded marketing efforts targeted
children, while milk processors
focused on teens and young
adults. This partnership led to hill
integration of the “got milk?®”
and “milk mustache” advertising
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campaigns. It also has paved the
way for a $lB7 million marketing
program in 1999, including adver
tising, retail and school food ser
vice promotion, public relations,
publicity, and nutrition education.
3. Producers and processors
idendfied new ways to increase
demand through improved pack
aging, mote flavors, and better
handling. This partnership has led
the way to more single-serve con
tainers found in more and mote lo
cations. Farmers and processors
are working to grow fluid milk
sales in convenience stores, vend
ing machines, and other areas of
distribution. Promotion programs
also work in school cafeterias to
increase chocolate milk sales and
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show food service workers how to
keep milk cold through proper
handling and temperature control
cducadon efforts.
4) “Behold the power of
Cheese",” the largest cheese mar
keting campaign ever, helped
grow cheese demand. The $57
million campaign, launched in
February 1998, includes advertis
ing, public relations, retail promo
tion and food service marketing
efforts at the national, state and re
gional levels.
5) The “Do it with dairy.™ dry
milk and whey marketing launch
is making headway with food
formulators and technologists.
Food manufacturers are key to in
creasing the total value of milk.
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Serving Farmers Through Farm Equipment Dealers Since 1961
Dairy research centers across the
United States developed dry milk
and whey ingredient application
labs to help dairy ingredient users
with formulation and other tech
nological needs.
6) Dairy products gained key
endorsements from leading health
organizations. The role of milk
and dairy foods in a healthy diet
was endorsed by the American
Academy of Pediatrics, the
American Heart Association and
the National Institutes of Health,
among others. These endorse
ments are important in maintain
ing dairy’s role as a nutritious
food in the American diet.
7) Dairy-friendly health and
nutrition research had widespread
publicity in consumer media.
Farmer-funded research included
a study indicating that low-fat
daily products can help reduce the
risk of colon cancer. The results of
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716/343-5411
this research prompted more than
one billion “impressions" (the
estimated number of time positive
dairy messages are seen or heard)
in consumer media.
8) U.S. dairy export markets
continued growing. Despite ongo
ing financial crises in Japan and
Brazil, projected overall exports
grew by 2 percent. Japan’s U.S.
product imports increased 26 per
cent over 1997 for ice cream and
12 percent for cheese. Brazil’s
U.S. ice cream imports increased
12 percent. U.S. Dairy Export
Council® (USDEC) “reverse
trade missions” brought U.S. dairy
product buyers into our country,
resulting in projected U.S. dairy
product sales increases of $1.3
million in China.
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9) Dairy farmers are
leading a “Year 2000"
effort to study dairy
promotion’s structure,
processes, operations
and marketing ap
proaches. This effort
will strengthen grass
roots involvement of
dairy fanners and local
boards in directing the
unified national pro
gram. It will also identi
fy promotion’s role in
the marketplace and de
termine the best ways to
invest promotion dollars
to increase demand.
10) An industry-wide
public relations cam
paign was launched to
strengthen the image of
dairy in consumers’
minds. This campaign is
based on the idea that
negative consumer atti
tudes toward the dairy
industry or its produc
tion practices can affect
sales. The campaign
will gain further mo
mentum in 1999.
Cheese, Milk
Ads To Air
January
The dairy farmer
funded “Behold the
power of Cheese.™” ad
vertising campaign will
launch two new TV ads
beginning January 11.
These commercials will
air nationwide as part of
the ongoing campaign
to increase cheese con
sumption among cheese
“cravers” (those who
love to eat cheese “as
is”) and “enhancers”
(who love to cook with
cheese). These humor
ous spots are designed
to persuade cheese lov
ers to consume even
more cheese.
Also in January, the
integrated dairy fanner
and processor fluid milk
campaign will air a new
“got milk?®” commer
cial written by and for
kids. The latest ad writ
ten by Matthew Ander
son, an Illinois third
grader who is donating a
portion of this earnings
to help children who
cannot afford milk.