The milkman didn’t deliver much this week. The cheese, butter and ice cream man had nothing on his truck. Yoplait's yogurt brands represented the dairy category in this week’s free-standing inserts.
Welcome to the dairy case, a round-up of what’s new in products, companies and marketing. In this edition: Heluva Good!, Turkey Hill, Kemps, Eagle Brand Sweetened Condensed Milk and more.
There was no activity by dairy marketers in this week's free-standing inserts. Instead, take a look at how some dairy brands are taking their messages to the health club.The nutritional benefits of milk and yogurt are a good fit with consumers who are focused on their health. They are "are a highly captive audience for products that fit their healthy lifestyles,” says Richard Hirsch, executive vp of the Los Angeles-based Health Club Media Network.
Food marketers try to turn shoppers into chefs with cookbooks and recipes in this week's free-standing inserts. Lactalis Retail Dairy's Sorrento unit offers a free 36-page cookbook. Campbell Soup Co. and Reckitt Benckiser team up for a Buffalo chicken dip recipe calling for blue cheese salad dressing. A recipe from McCormick & Co. uses feta cheese. And Clorox Co.'s HiddenValley uses parmesan cheese, Caesar dressing, buttery garlic croutons in its salad kit.
Dairy marketers jump on the health-and-wellness bandwagon, promoting the functional or nutritional benefits of their foods in this week’s free-standing inserts. GFA Brands touts its Smart Balance products. Sargento reduces sodium by 25% in its Colby Jack slices and string cheeses. United States Nutrition states its Pure Protein powders, shakes and bars offer “delicious, healthy choices for the whole family.” The Dannon Co. points to DanActive yogurt's support of a healthy immune system.
Do you think healthy people want messages about healthy foods in a place where they are practicing being healthy? I think so, and so do dairy processors.
Chobani's first national ad campaign, titled "Real Love Stories," debuted, appropriately, on Feb. 14 (Valentine's Day). The multifaceted campaign, developed by Chobani and its advertising agency, Gotham Inc., includes two national television commercials along with digital and out-of-home ads.
Dean Foods promotes a winter classic -- hot chocolate. Kraft reminds shoppers that its Singles are part of a classic combination – a grilled-cheese sandwich and tomato soup. Meanwhile, Yoplait brands are the beneficiaries of a multipage FSI event by parent General Mills. They are among the dairy foods featured in this week’s free-standing inserts (FSIs) report.
