Girl pouring milk into glass
May 15, 2017

Dairy Checkoff to Launch Campaign to Reintroduce Dairy to America

 |  By: Jim Dickrell

Even though most consumers live within an hour or two of a dairy farm, the vast majority of people have never set foot on one. To reintroduce dairy to America, the Innovation Center for U.S. Dairy is launching multi-year campaign, called “Undeniably Dairy,” June 1 on World Milk Day.

“We’ve forgotten to open up the barn doors and let others see in to what we’re doing,” says Amber Horn-Leiterman, a Wisconsin dairy farmer and chair of the National Dairy Promotion and Research Board. “We need to reassure consumers that we can be trusted.”

The media campaign will include a convergent on-air and digital marketing campaign with Food Network and the Cooking Channel in June to celebrate National Dairy Month. It will also host national on-farm events where farmers will invite the community in to learn more about modern farming practices.

The campaign’s tag line, “Responsibly Produced, Locally Driven and Nutrient Rich” drives home the three themes consumers are most concerned about when thinking about the food they eat and the purchasing decisions they make. The campaign will utilize paid, unpaid, earned and social media to reach out to and respond to consumer needs, questions and wants. It will also launch slickly produced videos that highlight themes of the campaign.

“Through the Innovation Center for U.S. Dairy, the dairy community has worked together to establish common ground on our top priorities and values, from responsible production and sustainable nutrition to economic value,” says Barbara O’Brien, president of the Innovation Center for U.S. Dairy. “We feel that now is the absolute right time to come together with one voice to share the community’s story – to celebrate the delicious, nutritious foods in the dairy aisle and the people who bring them to your table.” 

“We’re moving from reactive to proactive to tell our story,” says Beth Engelmann, chief marketing and communications officer with Dairy Management, Inc. She points to the fact that 98% of dairy farmers are now compliant with the FARM Program on animal care and welfare and that farmers want to leave their land in better condition than they received it for the next generation.

Adds O’Brien: “We will proactively provide the content that farmers are doing good work and continually improving what they do.” She says the 30-plus dairy companies that are involved in the Innovation Center will amplify the messaging of the campaign through their own advertising. One large pizza company has also agreed to put the logo on its pizza boxes. For more information, go to