Campaign details

Brand: Dairy Management Inc.
Agency: Edelman

Situational Analysis

When you hear the word dairy, what comes to mind?

Cows? Milk? Almonds? Eggs? Unsure? So are consumers. And the questions keep mounting.

Dairy is what makes the foods we love... the foods we love! But between aggressive marketing about dairy alternatives and hype around fad diets, consumers were becoming increasingly confused about what is and isn't dairy.

And that confusion lead to consumers losing interest in dairy and feeling that it is no longer relevant to them.

Our Challenge

To clear up consumers' confusion, we needed to reengage with them and demonstrate how dairy plays a role in all their favorite moments, reminding them why they loved dairy in the first place.