Will New Dairy Marketing Take the Cheese in Montana?

With consumers increasingly seeking protein-rich foods to support active lifestyles, there is a new marketing spin to try to leverage National Cheese Day.

BODY BY CHEESE

Montana's Western Ag Network tells us that the dairy checkoff will incorporate National Cheese Day June 4 to position cheese as a convenient, high-quality protein option through its Dairy Does More platform.

The National Cheese Day activation, launched by Dairy Management Inc., is introducing “Body by Cheese,” a lighthearted campaign designed to connect cheese with fitness, wellness and snacking occasions. At the center of the effort is the "Parm Bar", a 2-ounce block of domestically produced Parmesan intentionally packaged in a protein-bar-inspired wrapper that highlights cheese’s protein benefits in a modern way.

BUT BEFORE YOU RUN TO THE STORE DEMANDING A PARM BAR...

The Parm Bar is not a retail product and will only be distributed through a limited-time social media influencer giveaway tied to the campaign. It is designed to give audiences a humorous hook to stop scrolling and start thinking about how cheese is another way to build their protein intake.

The National Cheese Day effort is targeted toward younger, fitness-minded consumers who seek protein in their diets but may not immediately think of cheese as part of their workout or wellness routines. Through influencer partnerships, social media platforms and media outreach, the campaign aims to insert cheese into broader cultural conversations around fitness and nutrition.

Parmesan delivers approximately 9 grams of protein per ounce, making it a convenient, nutrient-dense option for consumers seeking foods that support active lifestyles.

Monica LaBelle, a Dairy Management Inc. vice president, was quoted in the release as saying, “Working with influencers allows us to reach consumers where they already spend time and in ways that feel authentic to them. These creators talk about wellness, fitness and balanced eating, so they’re helping introduce cheese into those conversations naturally.”

If you'd like to find out more about the Parm Bar promotion, and how the dairy checkoff is driving sales and building trust, you can visit the Dairy Checkoff website here.

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Categories: Missoula News