Radio Campaign

 

Consumers listening to radio stations in Texas, Oklahoma and New Mexico are likely hearing positive dairy messages.

Dairy MAX began a dairy-themed radio campaign in 2007 in response to misperceptions surrounding environmental issues in a specific area within the Region. From those beginnings came a campaign that now has featured 30,000 air plays in major tri-state area markets, plus regions that have a strong dairy presence.

There have been 70 different radio spots featuring about 50 dairy farmers.  The commercials run on AM and FM stations, ranging from news talk to contemporary to easy listening.

They are written in a way to impact one of the industry’s main target audiences: moms making key decisions for her family.

Patty Littlefield, Director of Operations for Dairy MAX, said the spots create a “warm and personal” tone and are void of industry technicalities that can be hard for average consumers to grasp.

“I want to use language that a mom at the grocery store can understand and help her identify with a producer or producer’s wife,” Littlefield said. “When a consumer can understand that dairy farmers are just like them, that they care about their kids and family, then I think we’ve experienced success.

“It’s hard to criticize a person when you know they have the same family goals and values that you do.”

Dairy MAX bases the radio spot’s messaging on the most current or pressing industry issues, such as animal welfare, the family-owned aspect of dairies or community contributions. Or it simply could be a message of “don’t forget that a glass of cold chocolate milk can replenish you during the hot summer months.”

Will Collier of T&K Dairy in Snyder, Texas, feels the Dairy MAX radio campaign is making a positive impression.

“I think the spots are effective in catching the attention of the consumer,” he said. “They are developing a connection between the consumers and the producers by showing them that we are progressive in producing a pure, nutritious product locally that they and their kids can feel good about consuming.”