Dairy Processing - January/February 2023 - 12

our target consumers, we have done a lot of
work to better define our targeting and identify a
sustainability-minded audience for the campaign,
which has allowed us to effectively talk to our
target consumer and drive efficiencies with our
marketing dollars/spend. "
UNDERSTANDING FARM-TO-TABLE
Hofeditz said the ultimate goal with the Nerd
Herd campaign is to help consumers understand
more about the farm-to-table journey of dairy
- that DFA farmer-owners are driving solutions
that benefit the environment - and how their
favorite dairy products are sustainably made.
" The challenge is that we've needed to
take pretty complex topics - how farmers are
using renewable energy methods, regenerative
agriculture, etc. - and distill them into 15-second
and 30-second videos that make these concepts
easily understandable and digestible for
consumers, " she said. " As we continued to evolve
the campaign in 2022, each of our ad executions
focused on telling a story about a specific dairy
product such as milk, cheese, ice cream or
butter, and how these products are tied to DFA's
sustainability efforts and offer proof that dairy is
good for you and the planet. "
The campaign has been very well received
and has extended DFA's engagement targets with
consumers watching the videos and recognizing
DFA as a sustainable brand, Hofeditz said.
" Because many of the activations have been in
digital and social media spaces, we've been able
to have good two-way dialogue with consumers
about the value of sustainability and the progress
we've made as a cooperative and an industry, " she
said. " Our farmer-owners have been very proud
to see that the actions they're taking on their
farms are being recognized. We have also used
actual owners of the cooperative, our farmers,
in the video spots, which has both surprised
and delighted consumers. As we head into our
third year of the campaign, we'll be looking at
additional ways to engage consumers and help
them feel confident that the dairy they love is
sustainably made. "
STAYING RELEVANT
Hofeditz said DFA always looks for
opportunities to leverage insights so that it can
12 JAN-FEB 2023 | DAIRYPROCESSING.COM
©Jacob Lund-stock.adobe.com, Dairy Management, Inc.

http://www.DAIRYPROCESSING.COM

Dairy Processing - January/February 2023

Table of Contents for the Digital Edition of Dairy Processing - January/February 2023

Dairy Processing - January/February 2023 - Intro
Dairy Processing - January/February 2023 - 1
Dairy Processing - January/February 2023 - 2
Dairy Processing - January/February 2023 - 3
Dairy Processing - January/February 2023 - 4
Dairy Processing - January/February 2023 - 5
Dairy Processing - January/February 2023 - 6
Dairy Processing - January/February 2023 - 7
Dairy Processing - January/February 2023 - 8
Dairy Processing - January/February 2023 - 9
Dairy Processing - January/February 2023 - 10
Dairy Processing - January/February 2023 - 11
Dairy Processing - January/February 2023 - 12
Dairy Processing - January/February 2023 - 13
Dairy Processing - January/February 2023 - 14
Dairy Processing - January/February 2023 - 15
Dairy Processing - January/February 2023 - 16
Dairy Processing - January/February 2023 - 17
Dairy Processing - January/February 2023 - 18
Dairy Processing - January/February 2023 - 19
Dairy Processing - January/February 2023 - 20
Dairy Processing - January/February 2023 - 21
Dairy Processing - January/February 2023 - 22
Dairy Processing - January/February 2023 - 23
Dairy Processing - January/February 2023 - 24
Dairy Processing - January/February 2023 - 25
Dairy Processing - January/February 2023 - 26
Dairy Processing - January/February 2023 - 27
Dairy Processing - January/February 2023 - 28
Dairy Processing - January/February 2023 - 29
Dairy Processing - January/February 2023 - 30
Dairy Processing - January/February 2023 - 31
Dairy Processing - January/February 2023 - 32
Dairy Processing - January/February 2023 - 33
Dairy Processing - January/February 2023 - 34
Dairy Processing - January/February 2023 - 35
Dairy Processing - January/February 2023 - 36
Dairy Processing - January/February 2023 - 37
Dairy Processing - January/February 2023 - 38
Dairy Processing - January/February 2023 - 39
Dairy Processing - January/February 2023 - 40
Dairy Processing - January/February 2023 - 41
Dairy Processing - January/February 2023 - 42
Dairy Processing - January/February 2023 - 43
Dairy Processing - January/February 2023 - 44
Dairy Processing - January/February 2023 - 45
Dairy Processing - January/February 2023 - 46
Dairy Processing - January/February 2023 - 47
Dairy Processing - January/February 2023 - 48
Dairy Processing - January/February 2023 - 49
Dairy Processing - January/February 2023 - 50
Dairy Processing - January/February 2023 - 51
Dairy Processing - January/February 2023 - 52
Dairy Processing - January/February 2023 - 53
Dairy Processing - January/February 2023 - 54
Dairy Processing - January/February 2023 - 55
Dairy Processing - January/February 2023 - 56
Dairy Processing - January/February 2023 - 57
Dairy Processing - January/February 2023 - 58
Dairy Processing - January/February 2023 - 59
Dairy Processing - January/February 2023 - 60
Dairy Processing - January/February 2023 - 61
Dairy Processing - January/February 2023 - 62
Dairy Processing - January/February 2023 - 63
Dairy Processing - January/February 2023 - 64
Dairy Processing - January/February 2023 - 65
Dairy Processing - January/February 2023 - 66
Dairy Processing - January/February 2023 - 67
Dairy Processing - January/February 2023 - 68
Dairy Processing - January/February 2023 - 69
Dairy Processing - January/February 2023 - 70
Dairy Processing - January/February 2023 - 71
Dairy Processing - January/February 2023 - 72
Dairy Processing - January/February 2023 - 73
Dairy Processing - January/February 2023 - 74
Dairy Processing - January/February 2023 - 75
Dairy Processing - January/February 2023 - 76
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-march-april-2024
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-january-february-2024
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-november-december-2023
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-september-october-2023
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-july-august-2023
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-may-june-2023
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-march-april-2023
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-january-february-2023
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-november-december-2022
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-september-october-2022
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-july-august-2022
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-may-june-2022
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-march-april-2022
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-january-february-2022
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-december-2021
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-september-2021
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-june-2021
https://digital.dairyprocessing.com/sosland/dp/dairy-processing-april-2021
https://digital.dairyprocessing.com/sosland/dp/2020_12_01
https://www.nxtbookmedia.com