• by Sarah Mahoney  @mahoney_sarah, Yesterday

Siggi’s, Lactalis’ quirky Icelandic yogurt, knows there's at least one thing to loathe in U.S. corporate culture: Americans left 700 million days of PTO wither on the vine last year. With its new “PT-YO” campaign, it’s offering 10 worker bees $5,000, plus $1,000 toward a plane ticket, as an incentive, hoping this will nudge the 62% of people who admit they don’t use all their vacation time to take a trip  -- or maybe just stay home and put their feet up.

Contest entrants must submit a 200- to 300-word explanation of why they haven’t used all their PTO in the past, whether it’s because they feel guilty abandoning their boss, or worry that the office will fall apart without them.

Siggi’s, owned by French dairy giant Lactalis, says the effort is in keeping with its “less sets you free” philosophy. It kicked off the effort with an out-of-home launch in Times Square -- arguably the world’s loudest reminder that you haven’t taken a break. It’s also spreading the word on social media, working with comedian and content creator Tess Tregellas and Corporate Natalie, who is already known on social media for her relatable workplace comedy.

The new push is in keeping with last year's Digital Detox promotion, when Siggi’s gave 10 consumers $10,000 each for explaining why they needed help. The company also supplied a lockbox for their smartphone, a flip phone with a one-month SIM card, and 60 cups of Siggi’s.

Siggi’s isn’t the only Lactalis brand looking for ways to insert itself in America’s cultural conversations. Cracker Barrel Cheese just announced a partnership with Samantha Capaldi, known as a “No Snob Somm,” (sommelier) and Josh Cellars, celebrating National Wine and Cheese Day. Capaldi is crafting three easy-to-do charcuterie spreads.

Lactalis, which also owns Stonyfield, last month completed its acquisition of General Mills’ yogurt brands, which include Yoplait, Go-Gurt, Oui and Mountain High, as well as GM’s manufacturing facilities. The deal reportedly cost Lactalis $2.1 billion, with the acquired brands generating $1.2 billion in annual sales for GM last year.

In addition to Siggi’s and Stonyfield, Lactalis’ U.S. yogurt brands include Brown Cow, Lactaid and Green Mountain Creamery. The world’s largest dairy company, it also owns Galbani, Président, Kraft natural and grated cheeses, Breakstones, Cracker barrel and Parmalat milk.

The company also recently announced a $75 million push to expand its New York manufacturing base, as well as an interest in acquiring the $2 billion consumer-facing business of Fonterra, the New Zealand dairy company.