Dairy Group Fields Super Bowl Promotion

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The dairy industry is running Web advertising and e-mail marketing to boost consumption of its products before and during the Super Bowl. Dairy Management Inc., Rosemont, IL, a promotional group for dairy farmers, is pushing people to its site at www.3aday.org to buy a commemorative Super Bowl serving dish using sampling in supermarkets and online and offline ads.


In the "How Will You Get Your 3-A-Day on Game Day?" campaign, consumers who buy milk, cheese and yogurt during the same shopping trip until Feb. 12 can purchase a 40th anniversary serving bowl for $14.99 featuring all 40 Super Bowl logos. The game is Feb. 5.


To promote the effort, Dairy Management is running its first online ad campaign via expandable rich media ads on FoodNetwork.com, AllRecipes.com, iVillage.com and Meredith.com. Tribal DDB, New York, created the ads, which feature milk, cheese and yogurt images and include links to recipes and the 3aday site within the ads.


Those sites were chosen to reach Dairy Management's target audience: moms.


"Research shows that online is an effective way to reach the target audience of moms 25 to 54," said Mark Leitner, senior vice president of marketing communications at Dairy Management.


The promotion also is featured on Dairy Management's site, which gets 100,000 visitors monthly and 200,000 during promotions. And the group is playing up the Super Bowl in its Get 3! e-newsletter, which goes to 100,000 subscribers monthly.


In only its second Super Bowl promotion, Dairy Management hopes for 30,000 bowl orders, which would match the response to last year's campaign in which consumers could buy a Super Bowl cheese board for $5.99 with the purchase of milk, yogurt and cheese.


The campaign includes a national freestanding insert drop Jan. 15, expected to reach 40 million consumers, a magazine ad campaign, radio and television spots. The TV ads will run during daytime hours through Feb. 5, and the national print campaign will feature full-page ads in women's general interest publications.


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