Checkoff strategies keep dairy top of mind with families

ROSEMONT, Ill. — The dairy checkoff is reaching families where they make decisions about what they buy and serve through two national consumer strategies currently in market.

Dairy Management Inc. is activating “We Are Family” and “First 1,000 Days” through the fall. While the programs reach consumers at different moments, both are designed to deliver relevant dairy information when and where families are most receptive to it.

“We Are Family” connects with families during everyday meal planning and shopping, while “First 1,000 Days” focuses on parents during pregnancy and the earliest years of a child’s life.

Both support the checkoff’s broader goal of inspiring people to make dairy a daily part of their lives.

“We understand that reaching consumers today means being relevant to their lives and meeting them where they are,” said Marilyn Hershey, Pennsylvania dairy farmer and DMI chair.

“These programs allow the checkoff to reach parents during important moments, whether they are planning meals, shopping for their family or thinking about nutrition for their children. That is how we keep dairy visible, relevant and part of the choices families make every day.”

Now in its third year, “We Are Family” reaches families through retail-connected media at Walmart, Costco and, for the first time, Sam’s Club.

The strategy uses digital and social media, video, creator content and messaging connected to consumers’ shopping behaviors.

The program is designed to reach families throughout the path to purchase — from looking for meal ideas and preparing grocery lists to shopping and adding dairy to their carts.

“We know from experience this type of program delivers messages when consumers are most receptive — whether that’s when writing shopping lists, on the drive home or whenever they’re in a food-focused mindset,” said Aris Georgiadis, senior vice president of marketing communications for DMI.

The strategy recognizes that messaging can be tailored to different shopping mindsets, including families centered on routines and meal planning, and active families looking for convenient protein and snack options.

The goal is to reinforce dairy as a trusted choice while giving families more reasons and occasions to choose it, which is the focus of the checkoff’s broader “Dairy Does More” campaign.

“Consumers are often more receptive to recipes and messaging when it comes from someone they identify with, whether that’s an influencer, a foodie or another parent,” Georgiadis said. “We’re also continuing our social media efforts to create a surround-sound effect so we’re reaching audiences across multiple touchpoints.”

At the same time, the checkoff’s “First 1,000 Days” strategy reaches consumers regarding the period from conception to a child’s second birthday, which is critical for establishing a foundation for brain development.

The strategy, which also runs through October, reinforces that milk, cheese and yogurt provide nutrients that can help support cognition, allowing the checkoff to engage parents as well as health and wellness thought leaders around dairy’s role in childhood nutrition.

“The beauty of the ‘First 1,000 Days’ program is that there’s always a new audience entering this life stage,” Georgiadis said. “Couples decide to have children. Families become pregnant. Parents welcome a second or third child. That audience continually renews itself.”

A key part of the strategy is placing dairy information on BabyCenter and What to Expect, two leading digital resources used by expecting and new parents.

Content helps parents understand dairy’s role at different developmental milestones and provides information about nutrients associated with growth and development.

“When parents are up late at night wondering what to do, these are the sites they’re searching — or the questions they’re asking AI tools,” Georgiadis said. “That’s why it’s important for us to have a presence there and ensure our message is delivered where parents are already looking for trusted information.”

The effort is supported by the message “Strong bones are just the start,” along with paid and owned content across social, search, video and digital channels.

Together, “We Are Family” and “First 1,000 Days” demonstrate how checkoff strategies can connect dairy with consumers across different stages of family life — from establishing nutrition habits to making the next grocery purchase.

“At the end of the day, our goal is to help consumers do dairy daily and ideally reach three servings each day,” Georgiadis said. “If consumers understand more than one reason to eat dairy, they’re more likely to increase shopping occasions, serving occasions and overall consumption.”