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REAL Seal Ad Campaign At Full Speed During Dairy Month

REAL Seal Ad Campaign At Full Speed During Dairy Month
National Milk Producers using social media to keep consumers interested in REAL dairy products

During National Dairy Month this June, the National Milk Producers Federation is working on consumer outreach efforts via social media to show Americans the benefits of REAL dairy products.

The REAL Seal Facebook page has a new voice and visual feel to engage the campaign's target audience: moms and heads of households. The page's content includes contests, polls, and quizzes. June events include a "Name the Character" contest for a new REAL Seal cartoon character.

NMPF's Facebook campaign includes a naming contest for the new REAL Seal cartoon character.

In an effort to reach out to bloggers writing about cooking and parenting, a special Buyer's Guide section will be added to the REAL Seal website in July. The guide will allow consumers to find dairy products and foods made with dairy products that are using the REAL Seal, as well as restaurants that serve only REAL dairy products.

"Today, there is a much is a greater expectation for transparency and engagement across the consumer packaged goods chain," said Jim Mulhern, Chief Operating Officer of NMPF. "The REAL Seal allows dairy companies to define themselves amid a sea of imitators, and the new seal will also enable companies to utilize it as a country of origin label, which itself connotes important values."

Mulhern said that the marketing environment has changed dramatically, requiring the REAL Seal to be used in different ways.

"The advent of social media has changed how brands relate to consumers," Mulhern said, noting that it will be a tool to reach out to consumers of all ages.

"The marketplace has become crowded by products packaged to look like dairy products, depicted as dairy products, even using the common names of dairy products, but that aren't real dairy," Mulhern said.

The seal is most commonly used on some dairy products and pizza, but Mulhern said he believes it can be expanded to include many more products sold domestically and in export markets.

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