Wisconsin Launches "Born to Dairy" with Charlie Berens

Wisconsin has launched an innovative marketing campaign titled "Wisconsin Originals – Born to Dairy" during the World Dairy Expo. The campaign, which highlights real farmers and Midwest humor, features comedy icon Charlie Berens and seeks to celebrate Wisconsin’s rich dairy heritage.

Unveiled by Dairy Farmers of Wisconsin (DFW), the campaign blends authentic farm life with humor, making its exclusive debut with events at the Expo. Farmers received branded merchandise, creating an interactive experience aimed at professionals and consumers alike. Executive Vice President Su Fanning emphasized the focus on authentic storytelling, featuring real Wisconsin farmers instead of Hollywood actors.

The campaign, supported by multiple touchpoints, includes a dedicated website (BornToDairy.com) and a comprehensive social media video series. It reflects Wisconsin’s efforts in reaching broader audiences while maintaining agricultural authenticity. This checkoff-funded initiative strategically uses entertainment to boost the state's dairy products like cheese and milk while encouraging purchases bearing the Proudly Wisconsin badge.

At the Expo, the campaign included live appearances by Berens, merchandise distribution, and ice-cold milk, fostering an immersive experience for attendees. Sarah Hagenow, the 78th Alice in Dairyland, described the campaign as "authentic, fun, and shareable," resonating deeply with those in the dairy industry.