Dairy Management's Campaign Promotes Cheese on National Cheese Day
On May 28, 2026, Dairy Management Inc. (DMI) announced the launch of its 'Body by Cheese' campaign, designed to coincide with National Cheese Day on June 4. This initiative is part of DMI's Dairy Does More platform, which seeks to shift consumer perceptions of dairy products beyond their traditional uses.
The campaign introduces the Parm Bar, a 2-ounce block of parmesan cheese packaged in a wrapper reminiscent of protein bars, emphasizing cheese's nutritional benefits. While the Parm Bar is not available for retail purchase, it is distributed as part of a limited-time giveaway on social media, aimed at engaging audiences to consider cheese as a viable protein source.
DMI's senior vice president of integrated marketing, Aris Georgiadis, stated that the campaign targets younger consumers who prioritize protein in their diets but may not associate cheese with fitness or wellness. By collaborating with fitness influencers and utilizing social media platforms, the campaign aims to integrate cheese into broader conversations about fitness and nutrition.
Monica LaBelle, DMI's vice president of digital ecosystem, highlighted that many consumers are unaware of cheese as a significant protein source. Parmesan cheese, in particular, provides approximately 9 grams of protein per ounce, making it a convenient option for those leading active lifestyles.
To reinforce the campaign's reach, DMI has partnered with seven fitness-focused influencers, including national spokesperson Adrian Williams. These influencers will share content from June 2-5, highlighting the protein benefits of cheese and encouraging participation in a National Cheese Day giveaway featuring cheese-themed workout gear.
DMI, funded by over 23,000 dairy farmers and importers, manages the national checkoff program and collaborates with state and regional teams to enhance dairy sales through marketing and educational initiatives. The organization also supports the National Dairy Council, U.S. Dairy Export Council, and other entities focused on promoting dairy products.
