The national dairy checkoff program has rolled out a new national marketing communications initiative, Dairy Does More, aimed at growing demand by reshaping how consumers think about dairy foods. Developed by Dairy Management Inc. (DMI), the program gives Undeniably Dairy a modern refresh and helps position it for how people live today.
“This is about reigniting relevance for dairy and unlocking new growth by helping consumers see our products in a whole new light,” says Aris Georgiadis, senior vice president of marketing communications for DMI. “Most people already love dairy for its taste. Now we’re showing them all the other benefits dairy provides and why it deserves a bigger role in their everyday lives.”
According to DMI, Dairy Does More targets what Georgiadis calls consumer “tunnel vision,” or the tendency to sort foods into narrow boxes.
“Consumers often put food into fixed boxes,” he explains. “Milk is for kids. Yogurt is for breakfast. Cheese is for dinner. Our job is to break that pattern and expand how people see dairy. If they only think of milk as something for kids, how do we broaden their horizons? If yogurt is only for breakfast, how do we help them see it as a snack, a recovery food or something that pairs with meals?”
The campaign launched nationally with a new tagline, So Many Reasons for Dairy, supported by three 30-second digital videos, social media activations and in-market programs. State and regional checkoff teams can also leverage campaign elements for their own initiatives.
DMI states that the creative approach is bold and lighthearted, highlighting dairy’s versatility and functionality while also pointing to its nutritional value.
“We’re showing young athletes there’s more to dairy beyond protein, showing parents there are incredible mind-boosting benefits beyond calcium and engaging teenage foodies by talking about nutrition in a way that feels authentic to them,” Georgiadis says. “By pairing an obvious benefit with a surprise benefit, we can disrupt that tunnel vision and inspire new behaviors.”
Encouraging people to add dairy to more moments throughout the day is a key objective. Although dairy products remain widely consumed, many Americans still do not reach the recommended three daily servings. That makes increasing consumption occasions an important focus for dairy farmers.
“This campaign is about building value for farmers and importers by strengthening dairy’s place in consumers’ lives,” says Marilyn Hershey, a Pennsylvania dairy farmer and chair of DMI. “When people understand all that dairy does for their health, performance and everyday enjoyment, they’re more likely to choose dairy more often. That demand ultimately supports farm families across the country.”
Georgiadis adds that the goal is to position dairy as both nutritious and enjoyable in everyday life.
“We want to be an undeniable and delicious part of people’s lives,” he notes. “We are the dairy experts, but we never want to be preachy or arrogant. Our role is to be a trusted, joyful voice that makes dairy nutrition approachable and enjoyable.”
