The dairy checkoff is using two national consumer strategies to keep dairy in front of families during key moments in their daily lives. Dairy Management Incorporated is activating its We Are Family and First 1,000 Days programs through the fall. We Are Family connects with families during meal planning and grocery shopping, while First 1,000 Days focuses on parents during pregnancy and the earliest years of a child’s life. DMI Chair Marilyn Hershey says reaching consumers means being relevant to their lives and meeting them where they are. She says the programs reach parents while they’re planning meals, shopping for their families, or thinking about nutrition for their children. Now in its third year, We Are Family runs through October and reaches consumers through retail-connected media at Walmart, Costco, and, for the first time, Sam’s Club. The strategy uses digital and social media, video and creator content to reach families.
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