NMPF Helps Boost Start of “Undeniably Dairy” Campaign During June Dairy Month
June 6, 2017
NMPF joined the U.S. dairy community in May to prepare for the formal launch this month of Undeniably Dairy, a new marketing campaign that celebrates the many benefits of dairy foods and dairy farming.
Undeniably Dairy, launched by the Innovation Center for U.S. Dairy in partnership with dairy farmers through their checkoffs, is a multi-year, multi-stakeholder initiative that brings the dairy community together to spark connections with consumers by sharing stories that build dairy trust and relevance. The campaign underwent a soft launch in mid-May, releasing several short videos promoting the many uses of dairy, and a new logo. NMPF has been actively promoting the campaign, from reserving a section of its website for Undeniably Dairy content, to sharing the videos on its social channels.
“Undeniably Dairy is about re-establishing the connection between the enjoyment of the product and the hard work and pride of the people who make it possible,” said Beth Engelmann, chief marketing communications officer at Dairy Management Inc. “This campaign is unprecedented in that it unifies a vast and diverse dairy industry and array of dairy products behind a single platform.”
To celebrate the start of June Dairy Month and World Milk Day, the initiative formally kicked off June 1. NMPF shared a variety of facts about the positive nutritional contributions of milk during the launch. Throughout June, consumers will learn more through the campaign about how milk is responsibly produced, as well as farmers’ commitment to their communities, through a partnership with the Food Network. The channel will air the “Dairy, Dairy, Dairy” commercial, along with a farm-to-table profile featuring farmers’ commitment to animals and environmental stewardship.
Also in June, farmers will be featured at Upworthy, a website with a monthly audience of 20 million, by sharing emotionally compelling content. These stories include farmers’ undeniable story of responsible production, economic and community contributions, and people’s love of dairy for its taste, versatility and nutrition.
All relevant Undeniably Dairy social content is available through the Dairy Amplification Center for a link to share on your social channels (non-members can visit this site for information on how to join). Social media users can join the campaign by including the #UndeniablyDairy hashtag when sharing dairy- positive content. NMPF will continue to share fresh Undeniably Dairy content in celebration of June Dairy Month, in addition to highlighting farmers on social media and facts about America’s favorite dairy products.