Dairy Management Inc.: Behold The Power Of Cheese campaign (1997-1998)

William D. Baue

Winning the cheese account of Dairy Management Inc. (DMI) in 1997 was both a dream and a challenge for the Chicago-based ad agency Leo Burnett U.S.A.

Dairy Management Inc.: Behold The Power Of Cheese campaign

William D. Baue

Overview

Winning the cheese account of Dairy Management Inc. (DMI) in 1997 was both a dream and a challenge for the Chicago-based ad agency Leo Burnett U.S.A. Since DMI represented not a brand of cheese but rather cheese in general, Burnett would have no direct competitors with which to contend. Furthermore, the cheese category had experienced steady volume growth of almost 50 percent in the previous decade, in spite of consistently rising prices and declining perceptions of cheese's "healthfulness." DMI challenged Burnett to use this solid foundation as...

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