• by Karlene Lukovitz  @KLmarketdaily, January 31, 2019

The U.S. dairy industry will be looking to milk Super Bowl fever between Feb. 1 and 4, via a paid Facebook play featuring football-themed content. 

The “Daily Rules” content series — representing a $100,000-plus investment, according to Edelman, the longtime agency for the Dairy Management Inc. (DMI) trade association — applies football rules in the context of dairy products, to humorous effect. 

Two videos take viewers inside the “dairy replay booth,” where officials screen footage of various dairy products in use, to make final calls on suspected “dairy infractions.”   

In the 35-second video that sets up the premise, an official makes calls on over-heated queso and a dad who’s drinking straight from the chocolate milk container, “making it ineligible.” 

In the other video (below), a fast-talking official reams violation calls as she studies screens showing people using dairy products, including “parfait interference — too much fruit in the yogurt,” “conduct unbecoming an ice cream sandwich” and “inappropriate use of fondue forks.” 

The content series is the latest extension of a multi-year “Undeniably Dairy” campaign launched in 2017 by DMI and Edelman on behalf of America's Dairy Farm Families and Importers and the Innovation Center for U.S. Dairy.  

The campaign seeks to “reintroduce” U.S. consumers to dairy through content featuring real farmers and the sustainable methods they employ to produce quality products. 

The “Daily Rules” Facebook creative also builds on a decade-old partnership between the National Dairy Council and the National Football League on “Fuel Up to Play 60,” a program that provides students with access to healthier food and physical activities in U.S. K-12 schools.