Pure Michigan, a TV- and radio-based advertising campaign aimed at spurring the state’s tourism industry, is moving beyond promoting the state’s idyllic beaches, forests and sunrises to agriculture. Though Michigan may not be the first state that comes to mind when it comes to dairy production, the latest installment of the campaign hopes to change that.
“When it comes to milk, it means only the freshest will do,” Michigan native and comedian Tim Allen says in the commercial as dairy-related scenes are flashed across the screen. “From our farms to your table -- Michigan milk.”
Watch the full advertisement above.
According to The Detroit News, the campaign is due in part to the Kroger Co., a Cincinnati-based retailer that is Michigan’s largest traditional grocer. Kroger contributed $100,000 to produce the 30-second clip, which promotes both the state’s dairy farms and the Kroger-brand Michigan-produced milk.
This is the first time Pure Michigan has focused on state-made products. Previous installments in the six-year old campaign have exclusively focused on travel destinations.
"It's different from what we've done in the past," Michelle Begnoche, a Travel Michigan spokeswoman told The Detroit News. "We're looking to take that Pure Michigan brand and translate into business and talent. It's no longer just a tourism brand."
In July, Michigan ranked 7th among the 50 states in milk production.