October 14, 2021
On Oct. 13, the dairy checkoff launched “Reset Yourself with Dairy,” a youth-centric evolution of the Undeniably Dairy consumer campaign. The new initiative will use media channels and marketing strategies, including gaming, social media influencers and digital content, to engage with Gen Z to grow sales and trust of dairy.
Anne Warden, Dairy Management Inc.’s executive vice president of strategic integration, says, “We’ve been pivoting our marketing and communications activations to not only create relevancy with younger audiences, but to also show up in the right places. To compete in today’s environment, we will create big, disruptive moments that reassert dairy’s place in young people’s lives in a way that is in the social media and entertainment spaces they love and speaks their language.”
The strategy centers on four aspects of dairy’s wellness benefits that checkoff-led consumer research found resonates and drives purchase decisions with ages 10 to 24. These territories are immunity, calm, energy and digestive health, and can meet this generation’s changing perceptions and behaviors for what they believe foods and beverages should deliver.
Dairy content will appear on Spotify, where Gen Z heads for music and podcasts, as well as across YouTube and Google video searches and via television streaming providers including Hulu, Roku and Vevo.
There will be continued outreach to the gaming community where the checkoff will work with Twitch, which has about 15 million users daily. The content will be available on TikTok, Instagram and Snapchat, and the checkoff will work with social media influencers who Gen Z find to be authentic. The effort also includes a partnership with Kroger Digital and Instacart for content to appear in their retail apps and mobile sites.
The campaign will also appear on about 400 college campuses, including on TV screens in recreation centers and cafeterias.
DMI and the 16 state and regional checkoff organizations have begun a push surrounding the feeling of calm people can experience from consuming dairy. Calm has universal Gen Z appeal, especially for students returning to school or young professionals back at the office. Content, including humorous videos that relate to Gen Z’s hectic lives, has been unveiled with the hope of making them seek a reset moment with dairy.
For information about the dairy checkoff, visit www.usdairy.com.
Source: Dairy Management Inc., which is solely responsible for the information provided and is wholly owned by the source. Informa Business Media and all its subsidiaries are not responsible for any of the content contained in this information asset.
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