This video campaign promotes dairy consumption to Millennials by demonstrating the trustworthiness and similarities between farmers and urbanites in an entertaining series. The online videos called "Acres and Avenues" connect various dairy farmers with city dwellers like a boxer from New York and a skateboarder from L.A.
As dairy consumption has decreased by a substantial amount in recent years, Dairy Management Inc. helped farmers by coming up with this creative series. Using a medium that Millennials are already interested in, the online videos' delivery information that will promote dairy consumption.
This campaign succeeds in introducing Millennials to the positive nutritional value of dairy as well as to the farmers who produce it. It also provides new insights to overshadow the negative health effects largely advertised by products like almond and soy milk.
Millennial Dairy Campaigns
These Videos Promote Dairy by Connecting Millennials with Farmers
Trend Themes
1. Video Marketing Campaigns - There is a disruptive innovation opportunity to create engaging video campaigns that promote products and services to Millennials.
2. Farm-to-consumer Connections - There is a disruptive innovation opportunity to facilitate connections between farmers and urban consumers, highlighting the trustworthiness and similarities between the two groups.
3. Positive Nutritional Messaging - There is a disruptive innovation opportunity to develop creative messaging that promotes the positive nutritional value of products and counters negative health claims from competitors like almond and soy milk.
Industry Implications
1. Dairy Industry - There is a disruptive innovation opportunity within the dairy industry to reach Millennials through creative marketing campaigns and connect with them on a personal level.
2. Video Production Industry - There is a disruptive innovation opportunity within the video production industry to create compelling content that resonates with Millennials and effectively promotes products or services.
3. Health Food Industry - There is a disruptive innovation opportunity within the health food industry to counter negative health claims of competitors and highlight the nutritional value of their products to appeal to Millennials.