By Jamie Martin
Dairy Management Inc. (DMI) has introduced the “Body by Cheese” campaign to promote cheese as a protein-rich snack. The campaign is linked to National Cheese Day on June 4 and aims to connect dairy products with health and wellness trends.
The initiative highlights cheese as a convenient source of protein that can fit into active lifestyles. It is part of the Dairy Does More platform, which focuses on improving awareness of dairy benefits among consumers.
A key feature of the campaign is the Parm Bar, a two-ounce block of parmesan designed to resemble a protein bar. It is not sold in stores and is instead distributed through a limited-time influencer giveaway. The concept is meant to attract attention and encourage consumers to consider cheese as a snack option.
“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 wants to change the way people think about cheese by promoting new consumption occasions. The campaign highlights that cheese can provide energy, support nutrition, and be used throughout the day.
“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 effort targets younger consumers who are interested in fitness and protein intake. Many of these consumers may not currently consider cheese as part of their diet. The campaign uses social media influencers to reach this group and deliver its message in an engaging way.
According to DMI representatives, parmesan contains around 9 grams of protein per ounce, making it a nutrient-rich option. The campaign aims to increase awareness of this benefit..
To boost visibility, DMI has partnered with seven fitness influencers, including Adrian Williams. These influencers will post content between June 2 and June 5 and encourage participation in a giveaway featuring cheese-themed fitness gear.
Photo Credit: gettyimages-creacart
Categories: National