DAIRY BEVERAGES ...

Beverage campaign promotes milk sales

UDIM creates and promotes nineteen delicious hot beverages

Warm blueberry muffin sipper. (Courtesy of United Dairy Industry of Michigan)

OKEMOS, Mich. — While the winter brought unusual weather, including 60 degrees in January, it still brought the cold temperatures we expect. The United Dairy Industry of Michigan (UDIM) knows warm beverages are a go-to for warming up on those bone-chilling winter days.

To help Michigan consumers warm up and to encourage consumption of milk and dairy products, UDIM created and promoted nineteen delicious hot beverage recipes from December 2016 to February 2017.

The campaign spanned YouTube, Pinterest, and Facebook using appealing photography and engaging videos to encourage consumers to warm up with dairy.

The website promoted real milk through photos and descriptive language, such as “There’s something different for every taste preference, but the one thing that ties them together is the creamy dreaminess of real milk. It’s the most important ingredient for wholesome goodness in every sip.”

More than 463,000 viewers saw the content, driving over 90,000 website visits to HotChocolateandMore.com, a microsite created to feature the hot beverage recipes and invite visitors to make them at home.

The average visitor spent 4:46 minutes viewing the recipes on the website, higher than the one-minute average spent on most websites. While on the site, many visitors clicked on other featured recipes.

Easy-to-use sharing buttons allowed visitors to share the recipes with their friends and followers through their own social media channels.

UDIM continues to work with Michigan food bloggers who help promote dairy to their followers through recipes and updates on their personal channels. In January, these bloggers posted an ad on their blogs that took visitors to the Milk Means More website where the hot beverage recipes were also featured.

The hot beverage campaign capitalized on current taste trends and featured a lactose-friendly recipe to appeal to a demographic that may shy away from dairy.

Recipes included:

Aztec Hot Chocolate
Candy Cane Bittersweet Cocoa
Caramel Hazelnut Mocha
Cardamom Vanilla Tea Latte
Chocolate Chai Latte
Cinnamon Peanut Butter Banana Warmer
Easy Hot Chocolate
Gingersnap Steamer
Hot Milk Molasses Cocktail
Orange Hot Chocolate
Peppermint Mocha Latte
Spiced Eggnog Hot Chocolate
Spiced White Hot Chocolate
S’mores Hot Chocolate
Vanilla Steamer
Warm Blueberry Muffin Sipper
Warm Chocolate Raspberry Milk-Tini
Warm Eggnog Latte
Warm Pumpkin Latte
Warm Turtle Hot Chocolate

Summer is almost here and there will be nights around the campfire to enjoy a hot beverage.

To watch the videos, and download and share the recipes, visit HotChocolateandMore.com

— United Dairy Industry of Michigan

For more news from Michigan, click here.

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