New milk marketing campaign

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Dairy producers, through their promotion investment, are again teaming up with Subway Restaurants, along with Shamrock Farms, to promote consuming 3 servings of dairy a day as part of a healthy diet. The campaign will help drive sales and increase demand by promoting the availability of milk in convenient, single-serve bottles at the chain’s more than 20,000 restaurants across the country.
 
The campaign celebrates the 10-year weight-loss anniversary of Subway spokesperson Jared Fogle and focuses on healthy eating, physical fitness, childhood obesity and the importance of drinking milk.
 
Dairy Management Inc. (DMI), which manages the national dairy checkoff program, collaborated with Subway and Shamrock Farms to develop a “got milk?/milk mustache” ad featuring Fogle with a Subway sandwich in one hand and a single-serve bottle of milk in the other.

The ad runs in People Magazine, Entertainment Weekly, US Weekly, In-Style, Sports Illustrated, and other magazines through the end of March. In addition to the media advertising, funded by Subway and Shamrock Farms, the ad will be featured on in-store signs as part of a larger marketing effort to promote and sell single-serve bottles of milk at Subway.
 
Working with foodservice partners, such as Subway, helps dairy producers form lifelong dairy consumers by making milk the drink of choice for today’s busy families, says Paul Rovey, Arizona dairy producer and chairman of DMI. “Subway and Shamrock Farms are not only providing a consumer- and kid-friendly milk product, they’re also helping us promote milk as an important part of an active, healthy lifestyle.”

Rovey adds that partnerships are key to the dairy checkoff’s strategic plan as it helps extend dairy producers’ promotion investment and increases sales of U.S.-produced dairy products and ingredients.
 
For more information, go to: www.dairycheckoff.com

Dairy Management Inc.



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