MADISON — Hard-working dairy farmers need to be in their barns and fields during this COVID-19 crisis, so Dairy Farmers of Wisconsin (DFW)—funded by your dairy checkoff—rapidly ramped up efforts to keep the milk moving and pivoted tactics to increase consumers’ appetites for Wisconsin dairy during quarantine. The following are some of our results to-date:
ADVERTISING–We developed a “Here For You” ad to air on television and radio across the state highlighting that
DIGITAL CONTENT AND ONLINE SHOPPING–When the world changed and gatherings and celebrations were cancelled, we revamped our digital content focusing on topics like easy dinner ideas and creating the perfect Wisconsin cheeseboard using pantry items. Our data showed that consumers were looking for comfort foods, so we are sharing recipes using cheese and dairy ingredients via Facebook Live videos and on “The Cheese Life” blog. As a result, we’ve seen our audience skyrocket. Seeing
NATIONWIDE AMBASSADORS– Over the past 24 months, we’ve been building an army of Wisconsin Cheese fans across the nation. Our ambassador program, called Cheeselandia, yielded
PUBLIC RELATIONS—Over the past three years our public relations efforts have yielded $20-$30 million per year. That’s a 50:1 return on investment. Our farmers, cheesemakers and/or products have been featured on the Kelley Clarkson Show, Late Night with Seth Meyers, Fox and Friends, Today Show, in the New York Times, Wall Street Journal and just this week on Forbes.com. In addition, we are now working to publicize ways Wisconsin’s dairy industry is coming together to help those in need. Milk is one of the most requested food items at food banks, but often the least donated because of its perishable nature. Through our partnership with DATCP, the Hunger Task Force will purchase $1 million of milk through the Dairy Recovery Program, and numerous other processors have lined up to help support those in need in the coming weeks. These combined efforts will help keep the milk moving in Wisconsin.
Learn more about your dairy checkoff by signing up for the farmer newsletter at WisconsinDairy.org.
— Suzanne Fanning, Senior Vice President for Dairy Farmers of Wisconsin and Chief Marketing Officer for Wisconsin Cheese
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