The dairy checkoff is using National Cheese Day on June 4 to promote cheese as a high-protein snack option through a new campaign aimed at younger, fitness-focused consumers. Dairy Management Inc. launched the “Body by Cheese” campaign through its Dairy Does More platform, highlighting cheese as a convenient protein source for active lifestyles. Central to the campaign is the “Parm Bar,” a two-ounce block of Parmesan packaged like a protein bar to spotlight cheese’s nutritional benefits. “Consumers already love cheese, but our opportunity is helping them think about cheese differently and creating new usage occasions,” said Aris Georgiadis (jor-jee-AH-dihs), DMI senior vice president of integrated marketing. The Parm Bar will not be sold in stores and instead will be distributed through influencer giveaways and social media promotions tied to National Cheese Day. DMI says Parmesan contains about nine grams of protein per ounce and hopes the campaign encourages consumers to view cheese as a snack food option.
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