Growing Demand For Dairy

Americans make an average of 227 food choices every day¹ — a stunning indicator of the diverse tastes and options available in today's nutritional landscape. Meanwhile, digital media has fundamentally changed how people find information and make purchasing decisions. Fortunately, your dairy checkoff has a targeted, strategic approach to reaching consumers.

_{1.Wansink, Brian and Jeffery Sobal. "Mindless Eating: The 200 Daily Food Decisions We Overlook." Environment and Behavior, 2007.}

Use digital media to reach consumers through targeted, measurable efforts.
Tailor messaging to align with interests and values unique to each audience.

Meeting Consumers Where They Are

The media landscape looks far different than it did 20, 10 or even five years ago; today, your dairy checkoff reaches consumers of all ages through a variety of channels, providing them with health and nutrition information as well as inspiration for enjoying dairy in their daily lives. Paid advertising takes place digitally through social media, streaming services, online gaming, grocery apps and more. The checkoff has also engaged a group of popular online influencers, collectively called the Dairy Dream Team, to share recipes and facts about dairy production directly with their followers.

Reaching Key Audiences

Gen Z's spending power exceeds $100 billion, making it imperative for the dairy industry to find ways to connect with this emerging demographic. Your dairy checkoff's strategy is built around reaching key audiences — including young adults and parents with children under age five — with messaging that aligns with their values, including social impact and health benefits. These efforts are critical to growing demand and keeping dairy top of mind with consumers.

"Checkoff is engaging with the younger generation through digital media in ways that maybe don't make sense to us as farmers but are very effective and using our checkoff investment in a really good way."

-Crystal Grimaldi, Ideal Dairy (New York)

Your Checkoff At Work

96%

Share of U.S. Households that Purchase Dairy

Source: Circana

13.9

MILLION

Video Views Earned by Dairy Dream Team Influencers

$1

BILLION

Value-added Milk Segment Growth, 2017-2021

Source: Circana

Local Checkoff Spotlight: American Dairy Association North East

American Dairy Association North East uses e-commerce platforms to drive dairy sales through informational messaging for dairy products. These messages focus on cross-merchandising, nutritional benefits and dairy-centric campaigns. The advertising focused on different dairy products throughout the year such as lactose-free milk, smoothies and cheese. In one year, this campaign generated nearly $4.5 million in dairy sales with the ads being seen more than 22 million times.

Why don’t I see any national advertising campaigns on TV anymore?

Today's media landscape looks far different than it did a generation ago. Your dairy checkoff reaches key audiences where they are most active through social media, digital marketing, streaming services and more. We are also focused on talking with consumers, not at them, by delivering relevant content and engaging in meaningful conversations about important topics like health and nutrition, cow care, and sustainability.

How is the dairy checkoff program working to increase demand for dairy products, and what specific initiatives are being implemented?

Since 2021, the Undeniably Dairy campaign has partnered with some exceptional online influencers, each with their own unique voice and passionate connection to dairy. This Dairy Dream Team isn’t just talking cottage cheese, ice cream and cheese boards; they’re diving deep into the nutritional superpowers of dairy and showcasing its role in active lifestyles through delicious everyday recipes. They also champion the story behind every glass of milk — the hard-working farmers, the cows they care for, and the sustainable practices that make dairy more than just a beverage; it’s a responsible choice.

Growing Demand For Dairy

Tailoring Our Message and Approach To Reach Consumers

Meeting Consumers Where They Are

Reaching Key Audiences

"Checkoff is engaging with the younger generation through digital media in ways that maybe don't make sense to us as farmers but are very effective and using our checkoff investment in a really good way."

Your Checkoff At Work

96%

13.9

MILLION

$1

BILLION

Local Checkoff Spotlight: American Dairy Association North East

Frequently Asked Questions

Why don’t I see any national advertising campaigns on TV anymore?

How is the dairy checkoff program working to increase demand for dairy products, and what specific initiatives are being implemented?

Growing Demand For Dairy

Tailoring Our Message and Approach To Reach Consumers

Meeting Consumers Where They Are

Reaching Key Audiences

"Checkoff is engaging with the younger generation through digital media in ways that maybe don't make sense to us as farmers but are very effective and using our checkoff investment in a really good way."

Your Checkoff At Work

96%

13.9

MILLION

$1

BILLION

Local Checkoff Spotlight: American Dairy Association North East

Frequently Asked Questions

Why don’t I see any national advertising campaigns on TV anymore?

How is the dairy checkoff program working to increase demand for dairy products, and what specific initiatives are being implemented?

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