New York State DPO Update - August 5, 2021 - Department of Agriculture and ...
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New York State DPO Update August 5, 2021
Update: Expanding Trust and Growing Dairy Sales in Schools
Presenting Today… Leah Scott-Dolland Vice President, Youth Nutrition Services
Our School Programs are
Essential…Here’s Why!
• Milk is the only dairy item mandated on school
nutrition programs
• Milk is “Offered vs Served” - meaning students do
not have to select it
• Cheese and yogurt are optional on school menus
• Our school marketing programs ensure that milk,
yogurt and cheese are available to students every
school day
Menu Enhancements - Dual Goals: • Keep Milk with all meals • Increases dairy sales with enhanced menus for cheese and yogurt
Menu Enhancements:
Yogurt
PRE-DATA
5,779
4 oz. servings
POST- DATA
25,881
4 oz. servings
• 20,102 additional 4 oz.
yogurt servings
• GOAL: 15 School Districts increase yogurt sales by 50%
• OUTCOME: 22 School Districts increased yogurt sales by
348%Comfy Cozy Gen Z Product Beneficiaries:
Comfort Foods’, like Oatmeal, Parfaits and Smoothies,
renaissance as some of teens’ most savored foods.
Yogurt Smoothie Yogurt Parfait Overnight Oats
There are over:
• 73M views of
#oatmeal
• 33.7M views
of #yogurt parfait
• 1.7B views
of #yogurt
smoothie on
TikTokComfy Cozy Gen Z Fuel Up with Teen Battle Chef Live Cooking Classes
Spring 2021
FUTP 60 FamilyCook 2021 Virtual
Challenges Recipe Cards Touchdown Events
Encourages program participation.
Promotes dairy by connecting kids Developed 45+ original Play by Play:
to dairy-centric recipes, cooking dairy-centric FUTP 60 Dairy Farmer and NFL Players
classes and addresses relevant branded recipes May 25th & May 26th
areas of kids’ interest Over 300 participantsNew this Fall!
The Digital Refresh
• New easy to use digital destinations A brand new FUTP 60 website with an
easy-to-use Educator Dashboard
• Refreshed and modernized to
enhance connectivity and
accessibility to FUTP 60
programming for educators, parents
and studentsSummer Meals
Update:
• Geotargeting campaign for 2021.
Over 800,000 geotargeting
impressions as of 6.30.21
Outreach Support:
• Digital and Traditional Media
• Promotional Materials
New York
• NYC • Syracuse • PSA’s featuring NFL players and
• Buffalo • Rochester Olympic gold medalist English
• Yonkers • Brentwood GardnerNew York Thursdays
GOAL: 1,650 schools will participate in the NY
Thursdays promotion
UPDATE: Promotion launches October 7th
Overview:
• School districts serve NY locally produced foods
as part of student meals on Thursdays and
everyday
• Digital & Print toolkits available to all participating
schools
• Students watch a video featuring NY dairy
farmers to learn about where their food comes
from and gets to them in schoolKeeping Dairy Integral to
School Meals
Milk Marketing CampaignUPDATE: Promote uniqueness of NY milk & dairy products through various distribution channels. PRESENTING TODAY • Tim Cooley, COO
Promote uniqueness of NY milk & dairy products through various
distribution channels.
Tops in Derby, NY – signage placed in May 2021 for grand re-openingFood Bank and Dairy image enhancement Food Banks • Pilot Program – Direct deliveries to 13 food pantry's by processor • Locations: Buffalo, Albany and Elmira areas • Feeding NY supported program with $70k / 17k gallons from processors; April - June 30th • F.G.W.H. / G.A.M.D June Dairy Month Retail Programs • Price Chopper & Weis raised an estimated $225,000 in total • Goal of 5,000 gallons exceeded with +6,000 gallons donated • USDA Programs • Goal of milk purchased and distributed through food banks • Goal of 100,000 exceeded with 188,250 gallons • Maximizing usage of Covid Food Assistance Program / The Emergency Food Assistance Program
Dairy Aisle Performance Program (D.A.P.P.) &
Space Gains
• Over 2,096 store calls to 950 stores to audit Replacement store
& improve consumer experience, improve North Poughkeepsie, NY
• Full signage package
shelf presence!
• Farm to table POS
• Yogurt dividers
• 11 ShopRite stores remodeled & doors • Cheese pushers
installed
• Sections that increased:
• Cheese & Protein Snacking
• Specialty Milk & Yogurt
• 5 additional remodels slated for 2021Dairy Aisle Reinvention - Independents
Food Towne
North Chili, NY
Installed signage to
slow consumer &
increase dairy sales
Herrema’s Market
Rochester, NYYogurt Dividers & Cheese Pushers
• Yogurt Dividers: assists stocking and rotation
• 30% savings in labor in yogurt sections
• Price Chopper – resetting 40 Stores in August based off
the test we did in 2020.
• Tested in Glenmont, NY store
• Cheese Pushers spring load front facing items
• 4-8% savings in labor in cheese sections
• Completed all Tops stores
• Testing at Hannaford’s in N.Y.
Automatic Rotation “Spring Load”e-Commerce (online) Grocery Shopping is now a $100 Billion Industry
Projected to Grow to $250 Billion by 2025.
e-Com Grocery is a
Total Grocery Sales below subset of total e-Com
25
Source: 2020 Mercatus StudyDairy and e-Com
Dairy share 2020 Dairy Dairy Market Milk Market /
sold on e-com Market on e-Com Milk e-com
Pre-Covid share
of dairy sold e-
com was 4.1%
$81.9 B $5.4 B $28.9 B
Total US Dairy Retail Estimated US Dairy Total US Retail Sales (2020)
Sales (2020) eCommerce Sales The market is expected
(2020) to grow annually by 0.9%
June 2020 moved The market is
to 6.6% of dairy
sold on e-com,
has dropped back
expected to grow
annually by 1.9%
70% of consumers that
purchased dairy
products online during
$1.9B
slightly, but will COVID-19 Indicated they Estimated US eCommerce
Milk Sales (2020)
grow again. will continue purchasing
online
Source: IRI, Statistae-Commerce: key points
1. While brick and mortar stores continue to be the dominant sales format, e-Commerce is a Smart
Growth Strategy for the Dairy Industry
2. Dairy category share of sales online is higher than share of sales in store (in $$)
a) Total Dairy 13.6% share of sales online vs. 10.7% share of sales in store
b) Cheese is the largest driver with 3.0% share of sales online vs. 2.1% share of sales in store
c) Fluid Milk share of sales is also higher, 2.2% vs. 1.8% share of sales in store
3. 47% of adults (Data includes 14+ yrs., cannot collect data under 13*) bought 1+ digital order of
food/beverage during 2020, up from 33% in 2019
4. e-commerce grocery is a fast growing and changing entity
a) Important for our message to be shared on e-com
b) Continued awareness is needed to grow/maintain share of sales
* Advertisers may not collect any personal data from children under the age
Source: Inmar eCommerce SuperStudy 27
of 13. Children's Online Privacy Protection Rule (COPPA) regulationse-Com program - Current
Olympic Theme YGNMFT: 7/15-8/15
vNational Program tied to the Olympics through MilkPEP, our
long-term partner
1. Weekly Email & Homepage Carousel Sponsorship
2. Onsite banners
v Homepage & Weekly Ad Leaderboards, Coupon Gallery
v Shop Now Page Leaderboard (Desktop + Mobile)
3. Offsite program
v Targets Tops loyalty users who have bought all forms of Dairy
v Program will gain in excess of 2,814,195 impressions
28e-Com program current: ShopRite
Olympic Theme YGNMFT: 7/15-8/15
vNational Program tied to the Olympics through MilkPEP: our long term partner
1. On-site banner ads linking to Dairy Home Page
a) Multiple pages w/ Banner Ad (Milk, Whole, 2%, 1%, Flavored, Lactose Free)
b) Program will gain in excess of 3,000,000 impressions
2. Offsite Media – timing 7/10 to 9/4
a) Targets ShopRite loyalty users who have bought all forms of dairy
b) Program will gain in excess of 4,600,000 impressions
29e-Com programs in Q3 & Q4
Instacart programs
1. Banner Ads throughout Q3 & Q4
a) Milk: Milk Aisle Banner, Dairy & Eggs Dept Banner, Specialty, Cookie and Cake
Aisle, Bakery Department & Breakfast Aisle
b) Cheese: Cracker Aisle, Packages Meat Aisle, Lunchmeat Aisle
2. Targets ALL NY retailers
a) Tops, Wegmans, Price Chopper, ShopRite, Hannaford’s, BJ’s, Costco, Sam’s etc.
3. Captured Data by UPC
a) Provide total dairy milk household and basket penetration information
b) Sales changes in dairy milk vs dairy alternatives post program
30Improve the image of dairy products and/or dairy producers
among consumers, thus improving the acceptance and
consumption of New York milk and dairy products.PRESENTING TODAY Patrick Carney, MA LaChell Gayle, MA, RD, CC Senior Director, Digital Director, Health & Wellness Marketing & Strategy
What’s New in Digital/Social Marketing? 1. New AmericanDairy.com Website 2. Hispanic Marketing Campaign 3. Gen Z Marketing on TikTok
Marketing to Generation Z
Ages 18 - 23
Ages 14 - 17
Ages 9 - 13SavorRecipes.com NOW on TikTok • 60% of TikTok Users are in Gen Z • TikTok ads perform 13% better than other social ads and 23% better than TV ads. • More than 400,000 views to date.
New AmericanDairy.com Website
Shifting Consumer Demographics – New York
ADADC Launches ‘Leche Auténtica’
Hispanic Marketing Campaign
SOCIAL MEDIA WEBSITE RECIPES INFLUENCERS
“Leche
Auténtica” The new
CAMPAIGN AmericanDairy.com
website has a Spanish
Branded social language section.
Dalina Soto, MA, RD, LDN
media channels.
1 million social “Acerca de
impressions in the
first 2 months.
Nosotros” 22 Spanish-
language recipes on
SavorRecipes.com Diana Rodriguez, MA, RD, LDNDairy Product/Producer Image • National School Breakfast Week • National Milk Day - Importance of Dairy • June Dairy Month • County Dairy Princesses compete in NY State Dairy Princess Pageant • Virtual Farm Tours - Remote Learning • Free Summer Meals • Great American Milk Drive With Price Chopper • Government Funded Milk Giveaway Events
150 spots in New York City, Buffalo, Rochester, Syracuse and Albany deliver 3 million media impressions about the benefits of milk for athletes
THE POWER OF 3
PHYSICIANS & REGISTERED DIETITIANS
Albany Syracuse/Content Creator Rochester Rochester Syracuse/SNAP Syracuse/SNAP
New York City/ Content New York City/Content
Albany New York City/SNAP Buffalo New York City/Content Creator Creator
Creator
New York City Long Island New York City New York City/ Culinary Syracuse/Content Creator Albany/Content Creators
THE POWER OF 3 BECOMES THE POWER OF MANYTotal Reach:
128,100CRAFTING RELATABLE, HEALTHY CONTENT • Recipes • Blogs • Videos • Infographics • Social Media Posts
SPORTS MARKETING:
EDUCATING GEN Z ATHLETES
Sport Specific Blogs Recipe Project
NFL RD Spotlight Increased Social Media
Presence with Gen ZDEFENDING DAIRY
Keith Ayoob, Ed.D, RDN
NYC Spokesperson
“Cut to the Chase Nutrition”Dairy Experiences • 22 In-Person Experiences • 52 Virtual Experiences
Dairy Farmer Voices Reaching Consumers Develop Effective Dairy Farmer Advocacy and Spokesperson Networks American Dairy Association & Dairy Council Mid-Year Update 2021
Emma Andrew-Swarthout
Director of Dairy Industry
ImagePower of Key Messages What it is Words and phrases that consumers understand Language and examples that speak to their concerns and interests Why it matters When the media or consumers ask questions, we must respond with correct, consistent answers Drives clarity and helps farmer’s credibility Ensures repetition to get our message across
Key Message Areas
Sustainability
Dairy is good for you and
Key message strategy
made with care for the
planet is used in helping
Environment farmer
Manure management
Air and water quality spokespersons
Health and Wellness prepare for consumer
General nutrition
Flavored milk engagement
Animal Care
Animal housing
Calf separation
Food Safety
Organic/Conventional
Food security MeasuresThe Power of Dairy Farmer Voices with GenZ
Consumers
Virtual Farm
Tours
Pre-K to High School
• Animal Care
• Environmental Stewardship
• SustainabilityThe Power of Dairy Farmer Voices with GenZ
Consumers
Classroom
Lessons
Elementary, Middle School, High School
• Dairy is good for you and the planet
• Technology on the farm
• Biology on the farm
Fall 2021 lesson plans
will go out to
over 58,000 teachersThe Power of Dairy Farmer Voices with GenZ
Consumers
Dairy Princesses
GenZ advocates reaching their peers
• School presentations
• Social MediaThe Power of Dairy Farmer Voices in
Media Opportunities
Farmers in the media spotlight
• Farmers are the voice of positive dairy
activations
Defending farmers against activists
• Farmers speak out with accurate
information and to set the record
straightThe Power of Dairy Farmer Voices in Social Media American Dairy ENGAGED American Dairy ENGAGED #Influencer
The Power of Dairy Farmer Voices in Social Media This American Dairy Farmer Video Series
Farmers and NFL players share the dairy story
with GenZ audience as part of Fuel Up to Play 60
The Power of Dairy Farmer Voices with
GenZ consumersYou can also read
