The American Dairy Association/National Dairy Council this week breaks its second 3-A-Day of Dairy campaign with tie-ins to the Pillsbury Bake-Off Contest and People Magazine.
The spring 2004 effort, ADA’s first promo positioning dairy as a weight-loss tool, nearly doubled awareness of milk and weight loss among moms (now 61%, up from 33%) and tripled awareness of the 3-A-Day of Dairy program overall (now 57%, up from 18%).
The ADA also will sponsor its first-ever overlay to the Pillsbury Bake-Off Contest with a separate 3-A-Day of Dairy Award. Three Bake-Off finalists will each win $10,000 for the best recipes using milk, cheese or yogurt. The ADA will promote the competition via print ads, in-store sampling and displays (with a call to entry) and p.r.
The April 11 issue of People features a 3-A-Day “Real People, Real Results” ad section with weight-loss stories, fitness and dieting tips, and recipes. Booklets of the section will be distributed through April free at retail when shoppers buy milk, cheese and yogurt at the same time. The J. Brown Agency, Chicago, handles promos.
Visitors to 3aday.org can submit their own weight-loss story to vie for a free spa package. (Site visitors also can register for e-newsletters with recipes and health tips, and subscriber-only freebies.)
Meanwhile, 50 retailers and manufacturers continue to push the weight-loss message with in-store promos and sampling, P-O-P, circulars and packaging (on private-label goods). TV and print ads via DDB, Chicago, carry the tagline “Best measure of a trimmer tummy.”
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