Southern Dairy Conference

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• Southern Dairy Conference
• February 15, 2005
• Cheryl Hayn

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Its all About
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• Logo on 2.5 Billion Packages
• 69 Retailers
• 60 Manufacturers

400 Million Yoplait Lids
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Healthy Weight with Dairy 2004

• Publicity
• Media blitzes on the research - January, spring,
  fall
• gt10 million impressions in the Southeast
• Full promotion September
• Partnered with WebMD
• Retail events
• TV and print advertising
• Health professional outreach
• Reached more than 135,000

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Healthy Weight With Dairy 2005Health
Professionals

• Sharing dairy-related research health
  attributes of dairy with practitioners
• Focus on partner organizations ADA, AAFP, AAP,
  NMA
• Exhibits, speakers, sponsorships at meetings
• One-on-one visit with state presidents
• Ad article placements in journals

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Weight Loss Promotion April 2005

• Lose inches around the waistline benefit
• Special 3-A-Day section in People Magazine
• Dairy weight loss success stories from WebMD
• Advertising, retail and PR campaign
• Health professional outreach
• Repeated in fall

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New Milk in Foodservice
65,000 Paper to 250,000 Plastic/Wk 625,000 to
4.25 M
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3 Servings Recommended in Dietary Guidelines
Dietary Guidelines Committee Recommends 3
servings of dairy products per day!
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TheNFL Partnership
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(No Transcript)
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How school milk wassitting out on the counter or
in a deep well
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How school milk could bevisibly displayed in
kid-appealing packaging
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Dairy Farmer Spokesperson Network
40 interviews!