Press Releases

‘3 Steps Toward a Slimmer Summer’ Promotion to Drive Dairy Sales This Spring

PHILADELPHIA (April 18, 2006) - “3 Steps toward a Slimmer Summer” is the newest way dairy checkoff is working to build demand for milk, cheese and yogurt with the 3-A-Day™ of Dairy program.

Targeted at women, the retail and public relations effort kicked off in early April. The promotion’s message to consumers is clear: If you want to slim down, it takes 3 steps – cut your calories, boost your physical activity, and eat a healthy diet that includes 3 servings of milk, cheese or yogurt each day.

 “Dairy checkoff is leveraging the time of year when moms are thinking about getting ready for summer and using this opportunity to educate her on the weight loss benefits of 3-A-Day of Dairy,” said John Chrisman, retail marketing manager for Mid-Atlantic Dairy Association.

Working with retail partners Giant Eagle, Acme, Weis, Giant, Pathmark and Wegmans stores, “3 Steps toward a Slimmer Summer” includes a consumer offer: When shoppers purchase milk, cheese and yogurt in the same shopping trip, anytime during April, they become eligible to receive a free three-month subscription to Prevention or Women’s Health magazines. The supermarket chain partners will also be doing in-store sampling to supplement this national program.

In Giant Eagle stores, more than 125,000 households will receive a special direct mail piece, made available with partners Dannon™ and Kraft, containing cheese and yogurt coupons and recipes. A free-standing insert will also appear in Sunday newspapers in the Philadelphia market on April 30 containing coupons, the free magazine subscription offer and 3-A-Day of Dairy education information.

As an added component, Weis, Giant and Martin’s store pharmacies will distribute a special brochure with 3-A-Day of Dairy tips and recipes, coupons and a consumer offer for a Spafinder.com gift certificate.

Mid-Atlantic Dairy Association, Pennsylvania Dairy Promotion Program and American Dairy Association & Dairy Council, Inc.  are the dairy-farmer funded regional promotion organizations responsible for increasing milk and dairy product demand for U.S.-produced milk and dairy products on behalf of area dairy farmers. They work closely with Dairy Management Inc.™, the national dairy promotion organization, to implement dairy promotion, education and research programs nationwide.

For more information about dairy checkoff, visit www.dairycheckoff.com and www.dairyspot.com.