How is Checkoff Driving Demand in a Digital World?

Consumer advertising has evolved dramatically from the days of television spots during the evening news and print ads in the daily paper to today’s data-driven, digital-first approach. As media habits have shifted, people are now spending more time online and engaging across multiple digital platforms including social media, streaming services and e-commerce sites. This change has prompted a strategic shift toward reaching audiences where they are most active and receptive.  

Digital advertising allows for more precise targeting, real-time performance measurement and personalized messaging that speaks directly to consumers’ interests and behaviors. This approach ensures that dairy messages reach the right audiences, whether that’s families shopping online, health-conscious millennials or young parents, making every advertising dollar more efficient and impactful in today’s fast-paced, digital landscape. 

The Opportunity 

Farm families make up less than 2% of the U.S. population. There is a massive audience of consumers who have questions about the food choices they are presented with every time they purchase groceries or order from a restaurant. 

 Not only are most consumers not directly involved in production agriculture, but many have never met a farmer. Your farm story matters especially when we can capitalize on shared values like responsible production practices. 

See Dairy Differently 

Your dairy checkoff team has created consumer advertising to showcase shared environmental values with the specialized work a farmer must do by showing “a farmer is more than a farmer.” Key highlights included showing farmers’ role in recycling water, balancing nutrition and being an engineer. 

There is also a social and news media campaign to help consumers and influential thought leaders “See Dairy Differently.” This effort combines powerful, eye-catching creative with placements in high-profile media outlets like Forbes, USA Today and Good Housekeeping. These ads and accompanying website information bring dairy’s sustainability and nutrition story to life, featuring real farmers and real farm practices. 

First 1,000 Days 

The dairy checkoff invests in outreach to expectant parents and young families to share credible information about dairy’s role in early life nutrition. The first 1,000 days—from pregnancy through a child’s second birthday—are a critical period for growth and development, when families are seeking trustworthy nutrition guidance. Milk, cheese and yogurt provide 7 of the 14 nutrients identified by the American Academy of Pediatrics as important for early brain development. We have an important story to tell about dairy foods being a valuable source of nutrition in pregnancy and early childhood.  

To reach parents during this important time, the checkoff partners with leading digital platforms like BabyCenter and What to Expect. These platforms connect with millions of parents and caregivers each month, providing an ideal setting to share science-based information about the benefits of nutrient-rich dairy foods such as milk, cheese and yogurt as part of healthy eating patterns. 

Through these partnerships, dairy’s nutrition story is woven into relevant, evidence-informed content parents are already engaging with—such as meal ideas for toddlers, balanced diets for moms-to-be, and expert advice on building healthy habits early. By collaborating with trusted parenting brands, the checkoff helps ensure dairy is accurately represented within credible nutrition conversations, supporting parents in making informed choices while reinforcing dairy’s role in lifelong health and wellness. 

Buying Dairy Online

Dairy checkoff advertising through e-commerce channels helps meet consumers where they are increasingly making purchase decisions—online. With grocery shopping and meal planning shifting to digital platforms, e-commerce has become a vital space to keep dairy visible and top-of-mind. By partnering with major retailers, checkoff-led campaigns can promote real dairy products at the digital “point of purchase,” such as online grocery carts or recipe searches. This ensures milk, cheese, yogurt and other dairy items are positioned as convenient, nutritious, and essential parts of everyday meals, driving both new and recurring sales while supporting dairy’s presence in a competitive marketplace. 

Beyond direct sales impact, advertising through e-commerce channels allows the checkoff to use data-driven insights to target and personalize messaging to consumers most likely to purchase dairy. These campaigns can adapt quickly to trends, highlight new usage ideas, and connect shoppers with trusted brands in a way that complements traditional retail and media efforts. By investing in this space, the dairy checkoff helps the industry stay relevant in a rapidly changing shopping landscape and ensures dairy remains accessible and preferred in both digital and physical carts. 

Sources:  

1. https://capitaloneshopping.com/research/online-grocery-shopping-statistics/#:~:text=In%202025%2C%20an%20estimated%20148.4,Amazon