Dairy Industry Working To Reach Consumers Where They Are

Most consumers may remember the popular “Got Milk?” advertising campaign of the 1990's or more recently how the National Dairy Council’s Fat Research has fueled a resurgence of butter and whole milk consumption.  For consumers today, a wealth of information is never more than a click away.  And when it comes to researching where their food comes from, it’s important that the dairy community speak with one voice in responding to consumer questions.  The “Undeniably Dairy” campaign led by Dairy Management Inc., is aimed at providing that positive message around dairy products and farming practices.

“That’s really what we’re trying to create is engagement with the consumer—engagement with dairy farmers," said DMI Senior Vice President of Farmer Relations, Stan Erwine.  "Because when people meet dairy farmers, they spend any time with them, they realize their values—and I would say this is for any farmer, for all of agriculture.”

Erwine said the “Undeniably Dairy” campaign is focused on a specific audience of consumers called “conflicted health seekers”— people who like dairy, but aren’t sure if eating more dairy can be part of a healthy diet.

“They need some permission to know that things are done right to continue to consume and enjoy dairy. So that’s really our group. When you look at them, that’s about a third of the population; they are almost equally spread across age groups; gender, it’s right down the middle, male and female.”

The goal is to meet these consumers where they are—casual conversations on social media; outreach in restaurants like McDonald’s, Taco Bell, Domino’s and Pizza Hut; and a media presence on mainstream channels like Food Network.

“And can we give them the information as they begin to ask these questions that begin to move them from conflicted health seeker to a dairy lover? To say, ‘Ah! I’m very comfortable, I can continue to eat more dairy, I’m reassured about the nutrition I’m getting, I’m reassured about the practices being used on the farms.’”

“Undeniably Dairy” unites the entire dairy industry, along all parts of the value chain, to speak with one voice about how dairy products are responsibly produced.

More than 300 companies across the dairy community are involved, and early research points to positive progress in reaching these specific consumers.

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