MADISON, Wis. -- The Wisconsin Milk Marketing Board is officially launching the first phase of a long-term branding strategy on April 1 to enhance the national marketing appeal of Wisconsin cheese.
will be found only on products made in a Wisconsin plant by licensed Wisconsin cheesemakers, according to WMMB officials.
Consumers in focus groups organized by WMMB over an 18-month period said they hold strong, positive perceptions about the quality, value and tradition of Wisconsin-made cheese. To that end, the logo aims to create a unified look and message that conveys those impressions on packaging.
All month, retailers will have the opportunity to introduce shoppers to the products supported by the program in the deli and dairy departments, using a variety of promotional materials provided by the organization. In-store demonstrations throughout the month will intercept shoppers with samples of Wisconsin cheese. Participating retailers also have at their disposal an integrated promotional kit for either deli or dairy, that includes recipe booklets, cling banners, dairy channel strips, a cardboard flag and set-up instructions.
Additional support comes on Sunday, April 6, when a full-color freestanding insert drops in newspapers in 25 key markets, and estimated to reach more than 30 million households.