Dairy Processing - January/February 2023 - 8

modern
today's world.
It's no longer
a traditional
method of
checkoff
advertising
that we did in
the past, but a
change in times
demanded
a change in
strategy. "
Serena Schaffner, Dairy
Management Inc.
The industry continues to attract new
customers by connecting to a broader, more
modern audience in a variety of different ways.
The pace of change in the world rapidly
continues and it's evident when you look at how
kids interact in today's society. Dairy Management
Inc. (DMI), which manages the national dairy
checkoff, is focused on connecting with younger
audiences who are having a bigger influence on
purchase decisions now and will impact the dairy
industry for decades as they become parents.
" Today's kids are growing up in a world where
they have never known life without the Internet
or a cell phone, " said Serena Schaffner, senior
vice president of communications, DMI. " The
morning newspaper or 6 o'clock news are not part
of their daily routine, yet they have more access
to information than any generation before them,
especially when it comes to food and beverage
options. Because of their access to information
and online influences, kids have a different
relationship with food than their parents ever did. "
Schaffner said DMI has found that many
kids are focused on social causes, such as the
environment, so they are seeking options that they
8 JAN-FEB 2023 | DAIRYPROCESSING.COM
marketing
D
The dairy industry is connecting with a broader, more
modern audience in order to stay relevant in today's world.
by Pamela Accetta Smith | pasmith@sosland.com
airy is a legacy industry with a core base
of consumers, but it still has to compete
for trust and buy-in to stay relevant in
will feel good about, and they want to understand
more about how these products are produced.
" If they feel an industry or a company is not
aligned with their standards, they are not afraid
to call them out and boycott those products, "
she said.
Checkoff research shows younger consumers
are interested in some of the lesser-known
wellness benefits of dairy that can drive purchase
decisions with them, Schaffner said.
" These benefits 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, " she
said. " These benefits serve as the cornerstone of
the checkoff's Reset Yourself with Dairy campaign,
which combines nutrition science with humor to
deliver these attributes in a non-salesy way. "
The campaign earned a best-inclass
International Milk Promotions Trophy at the
World Dairy Summit 2022. It had been 11 years
since a US organization was recognized this way.
CRACKING THE CODE
Schaffner said DMI is cracking the marketing
code by focusing on the right consumers with
the right message and with the right partner.
" It's no longer a traditional method of checkoff
advertising that we did in the past, but a change in
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Dairy Processing - January/February 2023

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