• by Fern Siegel , July 8, 2025

Kemps has revamped its 25-year “It’s The Cows” campaign, courtesy of the Betty agency.

The brand, owned by the Dairy Farmers of America, has launched a new campaign as part of its AOR partnership. It runs regionally in six Midwest states where Kemps dairy products are available, via broadcast TV, digital/social, shopper display banners, OOH and retail signage.

The spot, which emphasizes community and local sourcing, is here.

The refreshed brand positioning: “Quality dairy made by Midwesterners, for Midwesterners.”

Mike Caguin, CCO at Betty, told Out to Launch: “Sometimes the best way to move a brand forward is to look back. “It's the Cows” has been inextricably linked to Kemps for decades. It's not only beloved by consumers, it remains hyper-relevant as people are increasingly seeking small indulgences made from quality ingredients.