2 DAIRY MANAGEMENT WEST RETAIL
THE FOLLOWING SEGMENTS REFLECT THE GREATEST INCREASES OF INCREMENTAL DAIRY MOVED DURING THIS YEAR’S CAMPAIGNS VS. TIME PRIOR TOTAL RETAIL CAMPAIGNS AD IMPRESSIONS TOTAL INCREMENTAL POUNDS 18,268,404 2,332,561* This year a total of 10 retail ad campaigns were implemented via a mix of social media, digital displays on apps and websites, influencer partnerships, targeted email blasts, and in-store signage. Retailers, where campaigns were activated, included Fry’s Food Stores, Albertson’s, Bashas’, Safeway, Smith’s, Instacart, and Circle K. YOGURT 628,849 MILK 1,107,054 SOUR CREAM 97,053 CREAM CHEESE 12,028 CHEESE 487,577 TOTAL 2,332,561 *NUMBERS REFLECTED IN POUNDS *ADDITIONAL DAIRY SALES FROM ALL 2021/2022 RETAIL CAMPAIGNS THIS FISCAL YEAR VS. LAST EAT LIKE AN ATHLETE AD IMPRESSIONS PROMOTED PRODUCTS TOTAL INCREMENTAL LBS 3,100,000 MILK 242,915 LBS YOGURT 120,124 LBS 363,039 LBS TOTAL WIN FREE MILK FOR A YEAR AD IMPRESSIONS PROMOTED PRODUCTS TOTAL INCREMENTAL LBS 50,000 MILK 125,000 LBS 125,000 LBS TOTAL LACTOSE-FREE MILK AD IMPRESSIONS PROMOTED PRODUCTS TOTAL INCREMENTAL LBS 220,197 MILK 441,764 LBS 441,764 LBS TOTAL Placed digital ad on Instacart promoting lactose-free milk. BACK-TO-SCHOOL RECIPES AD IMPRESSIONS PROMOTED PRODUCTS TOTAL INCREMENTAL LBS 372,417 MILK 295,547 LBS CREAM CHEESE 12,028 LBS SOUR CREAM 18,397 LBS YOGURT 27,185 LBS 353,157 LBS TOTAL TOP PERFORMING CAMPAIGNS Interactive digital campaign targeting Fry’s, Albertsons, and Safeway shoppers delivered four recipe options for back-to-school snack and meal planning. Partnered with Bashas’ on a National Dairy Month promo to win free gallon milk for a year. Required a $25 purchase to gain entry. Campaign targeting Fry’s shoppers featuring ASU football player Ricky Pearsall promoting milk and yogurt. Results reflected an increase in both items.
Arizona Milk Producers’ (AZMP) retail efforts focused heavily on exploring the latest and most effective marketing options, delivering in-store and digital ads to targeted consumers, and securing placement on new e-commerce shopping platforms. Using consumer insight data, relevant content was developed to reach busy moms searching for after-school snacks and meal-planning ideas, fitness enthusiasts looking for healthy smoothie recipes, sports fanatics planning their tailgating menus, and everyone preparing for holiday feasting. Social channels, influencer partnerships, and hometown athletes were utilized to create excitement around trending recipes and occasions to gather in the kitchen. Promotions were developed in both NV and AZ stores to activate Fuel Up to Play 60 (FUTP60) assets to drive retail dairy sales, which continues to be a strategy unique to our state/region.
2021-2022 ANNUAL REPORT 3 RETAIL CAMPAIGNS
4 DAIRY MANAGEMENT WEST CONSUMER COMMUNICATIONS The digital space is constantly changing which brings new opportunities to reach consumers with impactful content. Aligning with the national team, our focus continues with reaching Millennial and Gen Z audiences, as well as AZ’s Hispanic community. As always, our strategies involve determining the best channels for placement of messaging to optimize engagement and build familiarity and trust with the people, products, sustainability, and benefits of dairy. Engaging content is our goal in keeping dairy top of mind for consumers making purchasing decisions. RADIO ADS TARGETED TO MILLENNIALS AND GEN Z PHOENIX AND TUCSON MARKETS 21M IMPRESSIONS TV SPOTS TARGETED TO MILLENNIAL MOMS AIRED IN NEVADA PROMOTING DAIRY FACTS AND HEALTH BENEFITS, FUEL UP TO PLAY60, AND RECIPES 1.68M IMPRESSIONS FACEBOOK 1,126,541 IMPRESSIONS INSTAGRAM 1,664,458 IMPRESSIONS PINTEREST 819,785 IMPRESSIONS WEBSITE 224,169 VISITS 2020/2021 ANALYTICS FOR AZ AND NV WEBSITES AND SOCIAL MEDIA CHANNELS AZMP explored the National Collegiate Athletes’ (NCAA) Name Image
opportunity and launched an influencer campaign with ASU football player, Ricky Pearsall. Ads were placed through retail channels, digital ads, and displays at the mega sports
This drew a
11K website visits to view
smoothie recipe video.
Likeness (NIL)
complex Bell Bank Park.
record
Pearsall’s
INFLUENCERS
with Hispanic mom
Sibia, continues to yield amazing content and high levels of engagement.
the
and National Dairy Month, posts and videos featuring dairy sustainability and recipes resulted in: 10,799 reach, 22,030 video views, and
engagements
A similar campaign with AZ native, collegiate
volleyball player
Brooke Nuneviller is set to launch in Feb. 2023.
Partnering
influencer,
For
Easter holiday
3,547
HISPANIC CONSUMER
The NV team developed three recipes, including information on their origin, in English and Spanish. The content was promoted during Hispanic Heritage Month (HHM) and was also shared with other states/regions (S/Rs) for use in their markets.
AZ partnered with the Reyes family at Colados Crepe and Coffee to develop a specialty iced latte, The Abuelita, for HHM. Arizona Midday interviewed the family about their menu and the value of using local dairy in their ingredients. 1,063 Abuelita lattes sold; 15,494 segment viewership.
Also featured on AZ Midday was local favorite, La Pinata Restaurant. The owners provided a cooking demo of their famous queso dip and displayed several other menu items featuring local dairy. 16,600 segment viewership.
GETTING SOCIAL WITH HUNTER RENFROW
Nevada’s FUTP60 partnership with Raiders Hunter Renfrow yielded seven social media posts and a cooking segment, each featuring dairy messaging. 317K+ IMPRESSIONS
VEGAS PBS
In a school breakfast promotional video, Raiders player Daniel Carlson shared messaging on the importance of a healthy breakfast including milk to perform your best. The video aired a total of 40 times on PBS, which has approximately 3M monthly views and was also displayed to students in 374 Clark County schools.
GEOFENCING
AZMP piloted a new digital advertising strategy by delivering recipes targeted to students located (fenced) on and around college campuses. The ads were then redelivered to the students’ electronic devices after leaving the area.
1M IMPRESSIONS
2021-2022 ANNUAL REPORT 5
CONSUMER COMMUNICATIONS
Quesadilla Salvadoreña
Arroz con Leche
Marketing efforts were developed to provide interactive opportunities for connections between consumers and local dairy. Starting with a targeted demographic, in-person events, signage, media, and partnerships are explored for the delivery of engaging content with the most impact. With messaging on dairy nutrition, enjoyment, farm facts, and sustainability, each effort is created to grab attention, draw interest, create desire, and drive toward dairy purchases.
ARIZONA DIAMONDBACKS
AZMP’s annual partnership highlights included ads in 12 issues of the Dbacks Insider publication and a Cheese Curd Taste Testing video featuring several team members.
SUNS
ARIZONA STATE FAIR
6 DAIRY MANAGEMENT WEST
MARKETING
COMMUNITY
was on-site at several sports events to share the value of chocolate milk as a recovery beverage, and dairy as part of a healthy lifestyle. 500
PER EVENT
BELL BANK PARK SPORTS COMPLEX DCAZ
ATHLETES
IMPRESSIONS
8.3M
TOTAL
671,707 IMPRESSIONS FROM SOCIAL MEDIA AND POSTER NIGHT 2500 POSTERS DISTRIBUTED
PHOENIX
This year’s growth poster featured point guard, Cameron Payne. A promotional video was created and shared on the Suns and AZMP social channels.
for photo ops and giveaway items.
displays
dairy
dairy products,
messaging were
ATTENDANCE ON DAISY’S TWO ON-SITE VISITS 202,354 DIGITAL IMPRESSIONS 38,756,075
The fair saw a record attendance of 1,589,951. Daisy was on site at the barn
Colorful
showcasing
farming sustainability, local
and milk nutrition
displayed throughout.
NEVADA INTERSCHOLASTIC ACTIVITIES ASSOCIATION (NIAA)
DCNV provided chocolate milk, merchandise, and nutrition education on chocolate milk as the go-to beverage for performance recovery at three NIAA events.
BEAR ESSENTIAL NEWS
A dedicated page in the children’s publication each month included recipes, activities, and facts on dairy.
PBS: BE MY NEIGHBOR EVENT
A partnership with Las Vegas PBS was formed to promote the dairy industry’s commitment to sustainability. Activities highlighting sustainability were provided at the DCNV booth, along with dairythemed merchandise and sustainable eating tip sheets
2021-2022 ANNUAL REPORT 7 COMMUNITY MARKETING
AVERAGE MONTHLY REACH: 73,000 NEWSPAPER, E-NEWSLETTER, SOCIAL MEDIA 8,000 ATTENDEES
9,750 ATTENDEES
Sustainable nutrition initiatives within the Dairy Council of Arizona (DCAZ) and Dairy Council of Nevada (DCNV) target efforts toward agricultural stakeholders, health professionals, chefs and food service partners, and food insecurity thought leaders. Dairy’s story is captured via educational experiences and credible science-backed resources, which showcase the nutritional benefits of consuming dairy products and the innovative sustainability practices of our dairy farmers. Outreach strategies include speaking engagements, exhibiting at conferences, newsletters, professional publication ads, farm tours, and partnerships.
HUNGER RELIEF EFFORTS
Dairy Management West works with DMI and USDA to ensure local processors participate in the Temporary Emergency Food Assistance Program (TEFAP) to move more milk and assist those who are food insecure. AZ and NV TEFAP reported 17.4M milk pounds received this year. In addition, DCAZ and DCNV initiated several programs encouraging consumer donations to food banks.
A link was shared out as an opportunity to donate milk to United Food Bank via monetary donation. Funds were matched by DCAZ
Shamrock Farms, UDA, and AZMP coordinated the donation and delivery of milk to Santa Cruz Valley Food Pantry after retailers and residents in the area lost power for several days
Two Get a Gallon Give a Gallon events were promoted at Fry’s. The retailer matched customers’ gallon donations and United Food Bank provided a truck on-site for milk transport
FARM TOURS
Providing farm tours to students and professionals in health and wellness, food service, and agricultural industries allow first-hand education on the quality and nutrition of milk, animal care, and sustainability practices included in milk production.
CONFERENCES
AZ and NV teams presented at numerous conferences, sharing information and educational resources on nutrition and dairy farming sustainability with health and nutrition professionals.
8 DAIRY MANAGEMENT WEST
& NUTRITION
HEALTH
30 ORGANIZATIONS & COMMITTEES WHERE DAIRY IS REPRESENTED 17 PRESENTATIONS 15 E-NEWSLETTERS TO 2,616 RECIPIENTS EACH 25,961 EDUCATIONAL MATERIALS DISTRIBUTED 11 FARM TOURS 49,991 TOTAL AUDIENCE REACH; APPROX. 1,249,775 EXTENDED REACH Top categories: adults and health professionals, K-12, & agriculture
1,932 GALLONS DONATED = PROVIDES 35 FAMILIES WITH ONE GALLON OF MILK EVERY WEEK FOR ONE YEAR A food drive in Northern Nevada was broadcast on local TV, encouraging milk purchases
Hunger
cereal
donated
was donated for milk purchases for
local food
Four refrigeration units were donated to three food pantries in NV for cold storage of fresh milk and dairy products.
On
Awareness Night at the Diamondbacks game, over 500 boxes of
were
and over $8,000
three
banks.
YOUTH WELLNESS
Youth wellness is supported by Arizona Milk Producers and the Dairy Councils of Arizona and Nevada through funding from the Fuel Up to Play 60 (FUTP60) program and equipment grants that support school nutrition programs. Our goal is to optimize dairy consumption opportunities for the Gen Z demographic. In addition to funding, we provide educational experiences and resources for classrooms, delivering information on farming practices and the nutritional value of dairy products to encourage educated food choices as a part of a healthy lifestyle.
CHEESE
CURDS
IN SCHOOLS
Responses to Arizona Farms
Cheese curd samples were overwhelmingly positive at the School Nutrition Association of Arizona (SNAAZ) conference. Several large and influential districts totaling 130 schools are excited to bring curds to their meal service menus. The AZMP and DCAZ teams are working with the Arizona Department of Education (ADE) to qualify cheese curds as a commodity offering.
300+ cheese curds and 200+ smoothie samples offered 226 school food service professionals in attendance
MISSION 57: END STUDENT HUNGER
DCAZ teamed with GENYOUth and the Arizona Super Bowl Host Committee on the Mission 57: End Student Hunger initiative. In total, 57 AZ schools will be provided food service equipment packages that include breakfast carts, milk barrels, and point-of-service systems to increase access to over 8.5 million school meals for over 31,000 Arizona students each school year.
A kick-off event was held at the Glendale Elementary School District office and featured appearances by former Arizona Cardinal Drew Stanton, Glendale Mayor Jerry Weiers, AZMP/DCAZ general manager Tammy Baker, dairy farmer Jen Millican, and school and community leaders. Through the support of Fry’s Food Stores, 11 Glendale schools received Grab and Go meal equipment packages.
DISCOVERY DAIRY: ADOPT A COW
This national program incorporates Common CORE and STEM standards into virtual dairy farm visits for classrooms. Students follow the life of a new calf and learn about farming practices from host farmers. Jen Millican of Stotz Dairy is participating in her second year as a host.
AZ & NV ADOPT A COW REGISTRATIONS 2,850 classrooms; approx. 99,750 students
NEVADA SCHOOL NUTRITION ASSOCIATION (NSNA) CONFERENCE
The DCNV team presented to 88 school food service professionals about the FUTP60 program and available dairy optimization equipment options to increase meal service participation. Key messages included how dairy can be provided to students in many forms that may be more appealing, cost-effective, and sustainable.
AZ FUTP60 SCHOOLS
who received dairy equipment funding between 2021-2022 on average reported:
increase in annual milk pounds from breakfast ADP*
increase in annual milk pounds from lunch ADP*
increase in annual milk pounds from milk
2021-2022 ANNUAL REPORT 9 15 E-NEWSLETTERS DELIVERED TO 2,365 RECIPIENTS EACH 10 ORGANIZATIONS & COMMITTEES WHERE DAIRY IS REPRESENTED 2,213 SCHOOLS ENROLLED IN FUTP60 10 PRESENTATIONS DELIVERED 34 SCHOOLS RECEIVED GRANTS/EQUIPMENT FOR DAIRY OPTIMIZATION INITIATIVES
24%
16%
18%
daily participation
Shamrock Farms’ limited edition fl avor
*average
