Challenge
The Southeast Dairy Association (SUDIA), now The Dairy Alliance, in partnership with the National Football League, wanted to promote its “3-A-Day of Dairy” to kids and teens in the Southeast. c21 was charged with promoting the partnership and reaching the target audiences with communications on dairy, good nutrition and increased physical activity. The promotions were timed for “back to school” when families are frantic with activities and the NFL is preparing for its season. c21 had to create programs that would cut through the clutter of back-to-school messages, and closely coordinate with the NFL for player appearances and promotions.
Solution
c21 and SUDIA worked with three NFL partners to create events that not only got kids excited about being healthy, but also drove media coverage. c21 worked with the Carolina Panthers to create “Pantherberry Blue Milk Days,” where Sir Purr, the Carolina Panthers mascot, visited children at two elementary schools, showing them that flavored milk is a tasty, fun way to build stronger bones and better bodies. The students were treated to blueberry-flavored, “Pantherberry”, milk during lunch and learned about the importance of dairy in their diets.
In addition, c21 worked with the Panthers to promote the second annual Junior Broadcaster contest, which offered one lucky child the chance to be an announcer at a Panthers home game. The contest winner introduced Sir Purr during the game and watched the game from the press box.
SUDIA also partnered with the Tennessee Titans and Kroger to help kids understand how to improve their health with exercise and three servings of dairy a day via the “Take a Titan to School” contest. This contest gave students the chance to take Tennessee Titans tight end Erron Kinney to school with them by sending in a contest entry available at Kroger stores. Not only did the winner take Kinney to school for a pep rally, but also received field passes and Titan game-day tickets for their family.
In the “Milk: Power Behind the Play” milk cap contest, SUDIA partnered with Atlanta Falcons to encourage local schools to collect milk caps. The winning school won a pep rally with Falcon Allen Rossum and team mascots.
Results
c21 secured media coverage in each market, totaling more than 3.5 million consumer impressions. Almost 10,000 children participated in Pantherberry Blue Milk Days. In Tennessee, the “Take a Titan to School” contest helped sell more than 4 million cartons of milk. Through the milk cap contest, SUDIA and the NFL collected more than 100,000 milk caps.