New York State DPO Update - August 5, 2021 - Department of Agriculture and ...
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Our School Programs are Essential…Here’s Why! • Milk is the only dairy item mandated on school nutrition programs • Milk is “Offered vs Served” - meaning students do not have to select it • Cheese and yogurt are optional on school menus • Our school marketing programs ensure that milk, yogurt and cheese are available to students every school day
Menu Enhancements - Dual Goals: • Keep Milk with all meals • Increases dairy sales with enhanced menus for cheese and yogurt
Menu Enhancements: Yogurt PRE-DATA 5,779 4 oz. servings POST- DATA 25,881 4 oz. servings • 20,102 additional 4 oz. yogurt servings • GOAL: 15 School Districts increase yogurt sales by 50% • OUTCOME: 22 School Districts increased yogurt sales by 348%
Comfy Cozy Gen Z Product Beneficiaries: Comfort Foods’, like Oatmeal, Parfaits and Smoothies, renaissance as some of teens’ most savored foods. Yogurt Smoothie Yogurt Parfait Overnight Oats There are over: • 73M views of #oatmeal • 33.7M views of #yogurt parfait • 1.7B views of #yogurt smoothie on TikTok
Comfy Cozy Gen Z Fuel Up with Teen Battle Chef Live Cooking Classes
Spring 2021 FUTP 60 FamilyCook 2021 Virtual Challenges Recipe Cards Touchdown Events Encourages program participation. Promotes dairy by connecting kids Developed 45+ original Play by Play: to dairy-centric recipes, cooking dairy-centric FUTP 60 Dairy Farmer and NFL Players classes and addresses relevant branded recipes May 25th & May 26th areas of kids’ interest Over 300 participants
New this Fall! The Digital Refresh • New easy to use digital destinations A brand new FUTP 60 website with an easy-to-use Educator Dashboard • Refreshed and modernized to enhance connectivity and accessibility to FUTP 60 programming for educators, parents and students
Summer Meals Update: • Geotargeting campaign for 2021. Over 800,000 geotargeting impressions as of 6.30.21 Outreach Support: • Digital and Traditional Media • Promotional Materials New York • NYC • Syracuse • PSA’s featuring NFL players and • Buffalo • Rochester Olympic gold medalist English • Yonkers • Brentwood Gardner
New York Thursdays GOAL: 1,650 schools will participate in the NY Thursdays promotion UPDATE: Promotion launches October 7th Overview: • School districts serve NY locally produced foods as part of student meals on Thursdays and everyday • Digital & Print toolkits available to all participating schools • Students watch a video featuring NY dairy farmers to learn about where their food comes from and gets to them in school
Keeping Dairy Integral to School Meals Milk Marketing Campaign
UPDATE: Promote uniqueness of NY milk & dairy products through various distribution channels. PRESENTING TODAY • Tim Cooley, COO
Promote uniqueness of NY milk & dairy products through various distribution channels. Tops in Derby, NY – signage placed in May 2021 for grand re-opening
Food Bank and Dairy image enhancement Food Banks • Pilot Program – Direct deliveries to 13 food pantry's by processor • Locations: Buffalo, Albany and Elmira areas • Feeding NY supported program with $70k / 17k gallons from processors; April - June 30th • F.G.W.H. / G.A.M.D June Dairy Month Retail Programs • Price Chopper & Weis raised an estimated $225,000 in total • Goal of 5,000 gallons exceeded with +6,000 gallons donated • USDA Programs • Goal of milk purchased and distributed through food banks • Goal of 100,000 exceeded with 188,250 gallons • Maximizing usage of Covid Food Assistance Program / The Emergency Food Assistance Program
Dairy Aisle Performance Program (D.A.P.P.) & Space Gains • Over 2,096 store calls to 950 stores to audit Replacement store & improve consumer experience, improve North Poughkeepsie, NY • Full signage package shelf presence! • Farm to table POS • Yogurt dividers • 11 ShopRite stores remodeled & doors • Cheese pushers installed • Sections that increased: • Cheese & Protein Snacking • Specialty Milk & Yogurt • 5 additional remodels slated for 2021
Dairy Aisle Reinvention - Independents Food Towne North Chili, NY Installed signage to slow consumer & increase dairy sales Herrema’s Market Rochester, NY
Yogurt Dividers & Cheese Pushers • Yogurt Dividers: assists stocking and rotation • 30% savings in labor in yogurt sections • Price Chopper – resetting 40 Stores in August based off the test we did in 2020. • Tested in Glenmont, NY store • Cheese Pushers spring load front facing items • 4-8% savings in labor in cheese sections • Completed all Tops stores • Testing at Hannaford’s in N.Y. Automatic Rotation “Spring Load”
e-Commerce (online) Grocery Shopping is now a $100 Billion Industry Projected to Grow to $250 Billion by 2025. e-Com Grocery is a Total Grocery Sales below subset of total e-Com 25 Source: 2020 Mercatus Study
Dairy and e-Com Dairy share 2020 Dairy Dairy Market Milk Market / sold on e-com Market on e-Com Milk e-com Pre-Covid share of dairy sold e- com was 4.1% $81.9 B $5.4 B $28.9 B Total US Dairy Retail Estimated US Dairy Total US Retail Sales (2020) Sales (2020) eCommerce Sales The market is expected (2020) to grow annually by 0.9% June 2020 moved The market is to 6.6% of dairy sold on e-com, has dropped back expected to grow annually by 1.9% 70% of consumers that purchased dairy products online during $1.9B slightly, but will COVID-19 Indicated they Estimated US eCommerce Milk Sales (2020) grow again. will continue purchasing online Source: IRI, Statista
e-Commerce: key points 1. While brick and mortar stores continue to be the dominant sales format, e-Commerce is a Smart Growth Strategy for the Dairy Industry 2. Dairy category share of sales online is higher than share of sales in store (in $$) a) Total Dairy 13.6% share of sales online vs. 10.7% share of sales in store b) Cheese is the largest driver with 3.0% share of sales online vs. 2.1% share of sales in store c) Fluid Milk share of sales is also higher, 2.2% vs. 1.8% share of sales in store 3. 47% of adults (Data includes 14+ yrs., cannot collect data under 13*) bought 1+ digital order of food/beverage during 2020, up from 33% in 2019 4. e-commerce grocery is a fast growing and changing entity a) Important for our message to be shared on e-com b) Continued awareness is needed to grow/maintain share of sales * Advertisers may not collect any personal data from children under the age Source: Inmar eCommerce SuperStudy 27 of 13. Children's Online Privacy Protection Rule (COPPA) regulations
e-Com program - Current Olympic Theme YGNMFT: 7/15-8/15 vNational Program tied to the Olympics through MilkPEP, our long-term partner 1. Weekly Email & Homepage Carousel Sponsorship 2. Onsite banners v Homepage & Weekly Ad Leaderboards, Coupon Gallery v Shop Now Page Leaderboard (Desktop + Mobile) 3. Offsite program v Targets Tops loyalty users who have bought all forms of Dairy v Program will gain in excess of 2,814,195 impressions 28
e-Com program current: ShopRite Olympic Theme YGNMFT: 7/15-8/15 vNational Program tied to the Olympics through MilkPEP: our long term partner 1. On-site banner ads linking to Dairy Home Page a) Multiple pages w/ Banner Ad (Milk, Whole, 2%, 1%, Flavored, Lactose Free) b) Program will gain in excess of 3,000,000 impressions 2. Offsite Media – timing 7/10 to 9/4 a) Targets ShopRite loyalty users who have bought all forms of dairy b) Program will gain in excess of 4,600,000 impressions 29
e-Com programs in Q3 & Q4 Instacart programs 1. Banner Ads throughout Q3 & Q4 a) Milk: Milk Aisle Banner, Dairy & Eggs Dept Banner, Specialty, Cookie and Cake Aisle, Bakery Department & Breakfast Aisle b) Cheese: Cracker Aisle, Packages Meat Aisle, Lunchmeat Aisle 2. Targets ALL NY retailers a) Tops, Wegmans, Price Chopper, ShopRite, Hannaford’s, BJ’s, Costco, Sam’s etc. 3. Captured Data by UPC a) Provide total dairy milk household and basket penetration information b) Sales changes in dairy milk vs dairy alternatives post program 30
Improve the image of dairy products and/or dairy producers among consumers, thus improving the acceptance and consumption of New York milk and dairy products.
PRESENTING TODAY Patrick Carney, MA LaChell Gayle, MA, RD, CC Senior Director, Digital Director, Health & Wellness Marketing & Strategy
What’s New in Digital/Social Marketing? 1. New AmericanDairy.com Website 2. Hispanic Marketing Campaign 3. Gen Z Marketing on TikTok
Marketing to Generation Z Ages 18 - 23 Ages 14 - 17 Ages 9 - 13
SavorRecipes.com NOW on TikTok • 60% of TikTok Users are in Gen Z • TikTok ads perform 13% better than other social ads and 23% better than TV ads. • More than 400,000 views to date.
New AmericanDairy.com Website
Shifting Consumer Demographics – New York
ADADC Launches ‘Leche Auténtica’ Hispanic Marketing Campaign SOCIAL MEDIA WEBSITE RECIPES INFLUENCERS “Leche Auténtica” The new CAMPAIGN AmericanDairy.com website has a Spanish Branded social language section. Dalina Soto, MA, RD, LDN media channels. 1 million social “Acerca de impressions in the first 2 months. Nosotros” 22 Spanish- language recipes on SavorRecipes.com Diana Rodriguez, MA, RD, LDN
Dairy Product/Producer Image • National School Breakfast Week • National Milk Day - Importance of Dairy • June Dairy Month • County Dairy Princesses compete in NY State Dairy Princess Pageant • Virtual Farm Tours - Remote Learning • Free Summer Meals • Great American Milk Drive With Price Chopper • Government Funded Milk Giveaway Events
150 spots in New York City, Buffalo, Rochester, Syracuse and Albany deliver 3 million media impressions about the benefits of milk for athletes
THE POWER OF 3
PHYSICIANS & REGISTERED DIETITIANS Albany Syracuse/Content Creator Rochester Rochester Syracuse/SNAP Syracuse/SNAP New York City/ Content New York City/Content Albany New York City/SNAP Buffalo New York City/Content Creator Creator Creator New York City Long Island New York City New York City/ Culinary Syracuse/Content Creator Albany/Content Creators THE POWER OF 3 BECOMES THE POWER OF MANY
Total Reach: 128,100
CRAFTING RELATABLE, HEALTHY CONTENT • Recipes • Blogs • Videos • Infographics • Social Media Posts
SPORTS MARKETING: EDUCATING GEN Z ATHLETES Sport Specific Blogs Recipe Project NFL RD Spotlight Increased Social Media Presence with Gen Z
DEFENDING DAIRY Keith Ayoob, Ed.D, RDN NYC Spokesperson “Cut to the Chase Nutrition”
Dairy Experiences • 22 In-Person Experiences • 52 Virtual Experiences
Dairy Farmer Voices Reaching Consumers Develop Effective Dairy Farmer Advocacy and Spokesperson Networks American Dairy Association & Dairy Council Mid-Year Update 2021
Emma Andrew-Swarthout Director of Dairy Industry Image
Power of Key Messages What it is Words and phrases that consumers understand Language and examples that speak to their concerns and interests Why it matters When the media or consumers ask questions, we must respond with correct, consistent answers Drives clarity and helps farmer’s credibility Ensures repetition to get our message across
Key Message Areas Sustainability Dairy is good for you and Key message strategy made with care for the planet is used in helping Environment farmer Manure management Air and water quality spokespersons Health and Wellness prepare for consumer General nutrition Flavored milk engagement Animal Care Animal housing Calf separation Food Safety Organic/Conventional Food security Measures
The Power of Dairy Farmer Voices with GenZ Consumers Virtual Farm Tours Pre-K to High School • Animal Care • Environmental Stewardship • Sustainability
The Power of Dairy Farmer Voices with GenZ Consumers Classroom Lessons Elementary, Middle School, High School • Dairy is good for you and the planet • Technology on the farm • Biology on the farm Fall 2021 lesson plans will go out to over 58,000 teachers
The Power of Dairy Farmer Voices with GenZ Consumers Dairy Princesses GenZ advocates reaching their peers • School presentations • Social Media
The Power of Dairy Farmer Voices in Media Opportunities Farmers in the media spotlight • Farmers are the voice of positive dairy activations Defending farmers against activists • Farmers speak out with accurate information and to set the record straight
The Power of Dairy Farmer Voices in Social Media American Dairy ENGAGED American Dairy ENGAGED #Influencer
The Power of Dairy Farmer Voices in Social Media This American Dairy Farmer Video Series
Farmers and NFL players share the dairy story with GenZ audience as part of Fuel Up to Play 60 The Power of Dairy Farmer Voices with GenZ consumers
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