In 2022 and 2023, Checkoff aimed to deliver breakthrough consumer content to grow dairy’s positive share of voice in the most critical channels for youth and parents.

In 2021, dairy checkoff sales-driving efforts focused on delivering results in the short-term while keeping a close eye on the future. In all, U.S. foodservice partners Domino’s, McDonald’s, and Taco Bell dairy sales grew an additional 250 million pounds (milk equivalent) in 2021.

National partnerships play a foundational role in the checkoff’s work and its mission to drive dairy sales and trust by working with, and through, food and beverage industry leaders both domestically and internationally. These partnerships focus on immediate and long-term sales opportunities with a concentrated focus on product, menu, and packaging innovation along with advertising to help drive dairy trust and relevancy. 

Midwest Dairy focuses on dairy promotion plans developed at the national level, as well as a variety of state-specific initiatives developed for various local key audiences to drive demand and confidence of dairy foods nationally, regionally and locally. Our goal is to bring dairy to life by giving consumers an excellent dairy experience. The impact of national programs such as partnerships with McDonald’s, Domino’s, Pizza Hut and Taco Bell help increase sales of dairy through new menu and product innovations, while strategies to work with and through thought leaders and partners help dairy farmers tell their stories to build overall consumer confidence and trust in dairy foods and farming practices.

Midwest Dairy focuses on dairy promotion plans developed by dairy farmers at the national level, as well as a variety of state-specific initiatives developed for various local key audiences to drive demand and confidence of dairy foods nationally, regionally and locally. Our goal is to bring dairy to life by giving consumers an excellent dairy experience. The impact of national programs such as partnerships with McDonald’s, Domino’s, Pizza Hut and Taco Bell help increase sales of dairy, while strategies to work with and through thought leaders and partners and equipping dairy farmers with tools to better tell their stories build overall consumer confidence in dairy foods.

Midwest Dairy works with the national dairy checkoff to build dairy trust and sales and to ensure dairy farmers’ investment is effective and efficient. Our goal is to bring dairy to life by giving consumers an excellent dairy experience. The impact of national programs—such as partnerships with McDonald’s, Domino’s, Pizza Hut and Taco Bell—help increase sales of dairy, while local strategies—such as collaboration on the Undeniably Dairy campaign, working with and through thought leaders and helping dairy farmers tell their stories—help build overall consumer trust. Continue reading →

Midwest Dairy Association works with the national dairy checkoff to build dairy trust and sales to ensure dairy farmers’ investment is effective and efficient. The impact of national programs such as partnerships with McDonald’s, Domino’s Pizza Hut and Taco Bell help increase sales of dairy, while local strategies such as working with thought leaders, helping dairy farmers tell their stories and engaging in social media help build consumer trust. Continue reading →

Midwest Dairy Association implements the Unified Plan for dairy promotion developed by dairy farmers at the national level, as well as a variety of state-specific initiatives. The impact of national programs such as partnerships with McDonald’s, Domino’s, Pizza Hut and Taco Bell help increase sales of dairy, while strategies such as social media, working with thought leaders and helping dairy farmers tell their stories assist with building consumer confidence. Continue reading →

A Midwest Dairy Success Story

Every dairy farmer in Nebraska invests 15 cents to support the marketing of their products. Through Midwest Dairy, the “national nickel” and “local” dime are coordinated to bring national initiatives to local communities. The two levels of spending work together in our states. Neither can stand effectively without each other. They are intrinsically linked. Continue reading →

July 1, 2013 – June 30, 2014

Dairy Sponsors Nebraska School Activities Association

Midwest Dairy’s Nebraska Division became a sponsor of the Nebraska School Activities Association (NSAA), making chocolate milk the official beverage of the organization. Materials and promotion supporting chocolate milk as a refuel beverage were provided to 450 Nebraska school administrators, along with families and students who participate in events. During championship events, chocolate milk is being promoted through public service announcements, brochures and ticket stubs. The NSAA website features dairy sports nutrition tips and resources. Continue reading →