Dairy Management Inc. Launches 'Dairy Does More' to Boost Consumption
Dairy Management Inc. (DMI) has introduced a national marketing platform called 'Dairy Does More' to enhance consumer demand for dairy products by changing how they perceive dairy foods. The campaign, launched on March 2, is part of a long-term strategy to integrate dairy more deeply into modern lifestyles.
The initiative, which is tied to the Undeniably Dairy brand, aims to broaden consumer views on dairy by challenging traditional consumption patterns. As Aris Georgiadis, senior vice president of marketing communications for DMI, explained, dairy is often pigeonholed into narrow categories, such as milk for children or yogurt for breakfast. The campaign seeks to expand these perceptions by promoting dairy as a versatile ingredient suitable for various meals and occasions.
Key elements of the campaign include three 30-second digital video spots, social media activations, and in-market programs designed to highlight dairy's nutritional value and emotional appeal. The campaign's new tagline, 'So Many Reasons for Dairy,' seeks to reinforce dairy's role as both a trusted nutrition source and a joyful part of everyday life.
Georgiadis emphasized the importance of introducing consumers to both the expected and unexpected benefits of dairy, such as pairing protein content with cognitive benefits. This approach aims to inspire new consumer behaviors and increase dairy consumption beyond the current levels, which are below the recommended three daily servings.
The campaign is particularly significant for dairy farmers, as noted by Marilyn Hershey, a Pennsylvania dairy farmer and chair of DMI. By increasing consumer understanding of dairy's benefits, the initiative aims to support farm families by boosting overall demand for dairy products.
DMI, funded by over 24,000 dairy farmers and importers, manages national and regional checkoff programs to enhance dairy sales. The organization also focuses on fostering consumer trust in dairy products and supporting farm families through various educational and marketing efforts.
