Dairy checkoff promotes cheese as a protein snack for active lifestyles
Dairy Management Inc. (DMI) has launched a new campaign called “Body by Cheese” to promote cheese as a protein-rich food for active lifestyles. The campaign is part of the dairy checkoff program and highlights National Cheese Day on June 4.
The campaign focuses on encouraging consumers to view cheese as more than just a topping or ingredient. It positions cheese as a convenient and high-quality protein option that can support fitness and wellness routines.
At the center of this effort is the Parm Bar, a two-ounce block of parmesan cheese designed to look like a protein bar. The product is not available for retail sale but is part of a limited-time giveaway through social media influencers. It is designed to attract attention and help people think differently about cheese.
“Consumers already love cheese but our opportunity is helping them think about cheese differently and creating new usage occasions,” said Aris Georgiadis, DMI senior vice president of integrated marketing.
“This campaign is about reinforcing that dairy does more than consumers may realize, particularly when it comes to protein, energy and satiety. If consumers already buy cheese for toppings or meals, can we inspire them to see cheese as another snack or protein option throughout the day?” said Georgiadis.
DMI created this campaign under its Dairy Does More platform, which aims to increase awareness about the full benefits of dairy products beyond taste. According to Aris Georgiadis, senior vice president of integrated marketing at DMI, the goal is to inspire new ways for consumers to include cheese in their daily diets.
“Many consumers don’t realize cheese is a good source of protein,” said Monica LaBelle, DMI vice president of digital ecosystem. “We want to create something fun and memorable that helps people rethink cheese as more than just a topping or indulgence. The Parm Bar showcases that parmesan can be a simple, real-food protein option that fits naturally into active lifestyles.”
The campaign mainly targets younger, fitness-focused consumers who are looking for protein sources but may not consider cheese as an option. It uses social media and influencer partnerships to connect cheese with healthy and active lifestyles.
Monica LaBelle, vice president of digital ecosystem at DMI, said many consumers are not aware that cheese contains protein. She explained that parmesan offers about 9 grams of protein per ounce, making it a strong option for nutrition.
To expand its reach, DMI has partnered with seven influencers, including spokesperson Adrian Williams. These influencers will share content from June 2 to June 5 and promote a giveaway featuring cheese-themed workout items.
Through this campaign, DMI aims to increase dairy consumption and build awareness of cheese as a nutritious snack.
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