The American Dairy Association/National Dairy Council kicks off the second year of its 3-A-Day of Dairy program with a national sweeps.
The year-long program also gets TV for the first time in addition to print ads. The first promotion in this year’s program is a Win 3 Ways campaign timed to a 3-A-Day of Dairy Week, March 3-9. The effort broke Feb. 29 with a 42 million-circulation FSI with offers from Kraft Foods, Albertson’s, Shaw’s Cabot and Heluva Good cheese brands, Nestlé Nesquik and Kemps and Darigold milk brands.
The FSI also carries an entry form for ADA’s Look for the Logo sweeps. Participants mail in 3-A-Day of Dairy logos (featured on 1 billion packages) to enter the random-draw sweeps awarding a “3-Room” prize package: a suite of General Electric appliances for the kitchen, home theater system for the family room and a minivan for the garage.
Consumers also can download the entry form from www.3aday.org. Rosemont, IL-based ADA/NDC also hosts weekly drawings at the site.
In June, ADA/NDC will run Try 3 for 3, giving a $5 coupon for future purchases when families buy milk, cheese and yogurt each week for three weeks. An August/September promo will center on weight loss. J. Brown Agency, Chicago, handles. DDB, Chicago, handles ads. Edelman, Chicago, handles p.r.
3-A-Day of Dairy targets moms with the message that individuals should eat three servings of dairy (milk, cheese, yogurt) each day. It’s similar to the Produce for Better Health Foundation’s 5 A Day campaign promoting five servings of fruits and vegetables. ADA/NDC expected to reach 96% of moms an average 42 times this year with 3-A-Day of Dairy promos and ads.
“In [2003], the campaign’s inaugural year, we already have more than 50 retailer and 60 manufacturer partners across all 50 states,” said Kevin Burkum, ADA/NDC senior VP-retail marketing in a statement. “This strong foundation has allowed us to make 3-A-Day of Dairy bigger and better in 2004.”
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