ROSEMONT, ILL. – The dairy checkoff became the first US organization in 11 years to win the International Milk Promotions Trophy, securing the honor at the International Dairy Federation’s World Dairy Summit 2022 in India.

Launched by Dairy Management Inc. in October of 2021, the “Reset Yourself with Dairy” campaign earned the IMP award, winning against campaigns from France and Switzerland.

A showcase of the top international generic advertising campaigns, the IMP Trophy competition focuses on innovation, nutrition marketing and marketing communications. DMI launched the campaign, which targets Gen Z-ers (ages 10-24), to create connections with consumers and give them new reasons to choose dairy products.

The award-winning campaign’s content could be found on numerous media channels, streaming services and apps, such as Spotify, YouTube, Google, Hulu, Roku and Vevo. The “Reset Yourself with Dairy” campaign also reached its audience through the realms of gaming and social media influencers. The message centered around dairy products and how they relate to immunity, calm, energy and digestive health.

“In 2021, we set out to show Gen Z that dairy is a solution for modern wellness – good for the body and the mind,” said Barbara O’Brien, chief executive officer and president of DMI. “We knew we needed to push for bold ideas grounded in smart strategy and effective, modern marketing, while remembering a healthy dose of humor goes a long way in connecting with today’s youth culture.”

Per DMI, the checkoff continues its efforts to connect with Gen Z via the gaming community and Twitch. Its campaign content also appears on TikTok, Instagram and Snapchat, and the checkoff is working with social media influencers.

Moreover, a partnership with Kroger Digital and Instacart brings content to retail apps and mobile sites. And the campaign appeared on TV screens on approximately 400 college campuses, in recreation centers and cafeterias.

This year’s World Dairy Summit was Sept. 15-22 in New Dehli, India, where about 1,500 people attended, from dairy processing CEOs and professionals, to farmers, suppliers, educators and government representatives.