United Dairy Industry of Michigan - Milk Means More

Partner's Needs

Increase dairy consumption by educating school-based audiences on the importance of Michigan Milk for their health, community and environment


Campaign Goals

  • Engage schools in Fuel Up to Play 60 and drive milk consumption
  • Promote the tour through owned and earned media, mobile van wrap, and custom educational tools
  • Educate kids about the importance of Michigan Milk for their health, community and environment
  • Enroll dairy farmers in tour experience
  • Measure impact on student attitudes and behaviors of milk consumption to maximize investment

Our Solution

A custom-built platform to educate and engage school-aged audiences called the Milk Means More Jump with Jill Live Tour. Now in its eighth year, the tour has supported 500 shows reaching over 200,000 kids. Executing the tour from a wrapped van that looks like a glass of Michigan Milk, the powerful and exciting platform has created over 29 million lifetime impressions. Selected schools are asked to enroll in Fuel Up to Play 60, follow-up the show with customized educational tools, and connect with UDIM reps for more opportunities. Michigan's Dairy Farmers are given VIP treatment at tour stops by introducing the show and coming backstage. Research shows that after the program students had an increased (1) willingness to choose milk at meals, (2) confidence that choosing milk will positively impact bone health, and (3) enthusiasm for making healthy choices compared to before the show. With years of positive publicity, strong testimonials, and now quantitative data, the Milk Means More Jump with Jill Live Tour is an effective way to educate students and teachers about dairy consumption and healthy eating choices and is the campaign for which all Jump with Jill strategy is modeled.

 

Got Questions? TALK TO US