A3B-Lancaster Farming, Saturday, March 18, 2000
$59 Million Farmer-Funded Cheese
Campaign Aims To Increase Sales
ROSEMONT, 11.-A $59 mil
lion integrated marketing cam
paign funded by America’s
dairy farmers is working in 2000
to help increase cheese sales
beyond the record levels seen in
1999, when cheese commercial
disappearance increased about 6
percent.
The integrated program will
include TV and print advertis
ing, product publicity, retail
promotion, foodservice market
ing, and product research and
technology. All of these elements
will be working together to in
crease cheese sales on behalf of
America’s dairy farmers.
New components include;
• New television and print ad
vertising, featuring the revised
tagline “Ahh . . . the power of
Cheese™”
• A more flexible retail cam
paign that allows grocery store
chains to participate throughout
the calendar year
• A more aggressive foodser
vice program to develop more
cheese-friendly menu items with
national restaurant chains.
“With these fresh elements
leading the way, the program is
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NOTICE: FARM
OWNERS
Goodville Mutual Is
One of the Top 5 Farm
Insurance Companies
in Pennsylvania
WANT TO KNOW
WHY?
Liz Martin
Martin Insurance
Agency
459 C N. George St.
Millersville, PA 17551
(717) 872-7756
Toll Free
1-877-791-5235
www martininsurance com
Affordable insurance for
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Agent for Goodville Mutual
on track to meet its three-year
business goal of increasing U.S.
per capita cheese consumption
to 30.5 pounds by the end of
2000, compared to 28.9 pounds
in 1998. There are good oppor
tunities to meet that goal, as
consumers continue to increase
their cheese purchases and con
sumption,” said Dick Cooper,
vice president of cheese market
ing for Dairy Management Inc. ™
(DMI).
Highlights of DMl’s 2000
cheese marketing program in
clude:
Advertising; The “Ahh . . .
the power of Cheese” campaign
kicked off in January with new,
highly entertaining TV spots
and print ads designed to help
unite cheese lovers everywhere
and “trigger the crave” for
cheese. One of the spots features
a fictitious presidential candi
date who loses his following
after revealing that he does not
like cheese. Other new spots will
air this spring.
Retail Promotion: This
award-winning program helped
increase retail cheese sales 3.7
percent in 1999. Participation in
2000 includes about 130 retain
chains representing 60 percent
of the U.S. grocery food sales.
More flexible scheduling allows
supermarket retailers to partici
pate throughout the calendar
year via retailer-customized TV,
radio, direct mail and in-store
cheese sampling events in return
for expanded retailer cheese ad
vertising and merchandising
support.
National Restaurant Promo
tions: DMI helped Pizza Hut
conduct market testing for the
“Ultimate Cheese Pizza” pro
motion, which officially
launched February 21. This
pizza features a blend of six
types of cheeses and uses 50 per
cent more cheese than the aver
age pizza. A large “Ultimate
Cheese Pizza” contains a full
pound of cheese.
In addition, Wendy’s Ched
dar Lovers’ Bacon Cheeseburger
is back in Wendy’s outlets this
winter after a successful promo
tion last May, when an extra
2.25 million pounds of cheese
were sold during a four-week
promotion period.
Product Publicity: In April
dairy promotion will team up
with TV personality Mr. Food®
in a nationwide search for
America’s most cheese-friendly
breakfast recipe using at least
two kinds of cheese. The contest
encourages consumers to add
cheese at breakfast, the meal
that currently has the lowest
cheese consumption. The March
issue of Better Homes and Gar
dens magazine featured a call
for entries among its nearly 27
million readers.
These new elements for the
2000 cheese marketing program
are integrated with existing ef
forts, such as the “Cool School”
program, whereby school food
service operators that increase
their purchases of 100 percent
REAL cheese pizzas are
Bam Meeting Scheduled
HONESDALE (Wayne topic is: “Would Your Dairy
Co.y-A Bam Meeting has been Farm Be Able To Pass A Dairy
scheduled for Monday March Farm Biosecurity Audit?” Dr.
20th from 1:30 p.m. to 3:00 p.m., Dave R. Wolfgang, Field Stud
at the Kevin and Gerarda Bur- j e s Director, Department of Vet
leigh and Family Farm, (Bur- erinary Science, the
Le-Acres Holsteins), located Pennsylvania State University
along Route 371, near Pleasant will address both of these topics.
For more information, please
The purpose of this Bam contact the Wayne County Co-
Meeting is to offer and introduce operative Extension at 253-
two new dairy cattle-related 5970, extension 239. The Wayne
topics to area dairy farmers. The County Cooperative Extension
first topic, will offer useful and and the Department of Veteri
current information on: “The nary Science at Penn State Uni-
New Johne’s Control Program versity are sponsoring this
In Pennsylvania. The second meeting.
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What is more, product re
search will continue working to
identify industry critical needs
and conduct research to best
control the taste, melt, stretch
and aging process of cheese to
help increase usage among food
manufacturers.
“Dairy farmers strongly sup
port efforts by farmer-funded
promotion groups to increase
cheese sales,” said Lyle Tjosaas,
a Minnesota dairy producer and
chairman of the DMI cheese
committee. “We believe these ef
forts will be successful in in
creasing cheese consumption
among our target audiences.”
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