Ad Age named the “Born to Dairy” campaign by Dairy Farmers of Wisconsin to its list of “13 Creative Campaigns to Know About Today.” The honor places the group alongside major American brands like Pepsi, Verizon, Etsy, and White Castle. Specifically, Ad Age recognized the campaign for putting real farm families at the center of the narrative.
Breaking Through a Crowded Media Landscape
“What started as a marketing campaign has become a movement that has united an entire state around dairy,” said Suzanne Fanning, Chief Marketing Officer at Dairy Farmers of Wisconsin and campaign creator. “This acknowledgment from Ad Age is exciting because it validates something our farmers have always known: the people behind Wisconsin dairy are our greatest strength. When consumers see the faces, hear the stories and understand the passion behind the products they love, they build a deeper connection to dairy.”
Real People Behind America’s Dairyland
Creators based the “Born to Dairy” campaign on a simple premise. Wisconsin dairy farmers serve as the most compelling ambassadors for their own industry. Therefore, instead of focusing strictly on merchandise, the advertisements celebrate the personalities, traditions, innovation, and dedication of local farm families.
Driving Measurable Business Impact
Since its launch, the campaign has achieved massive reach. It generated over 7 million video views and billions of billboard impressions. Furthermore, it sparked thousands of positive social media comments, slashed negative sentiment by 80%, and boosted overall dairy sales. These clear results prove that genuine storytelling strengthens consumer ties and drives business growth.
Ultimately, this personal connection matters to the modern market. The campaign directly reflects a growing consumer desire to understand where food comes from and who creates it.
To learn more about the project and meet the featured families, visit BornToDairy.com.
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