The initiative’s goal is to provide factual information to consumers about the value and benefits of dairy proteins and dairy ingredients.
The American Dairy Products Institute (ADPI), an Elmhurst, Ill.-based dairy industry trade association, announced a “pan-industry” campaign to communicate positive and factual information relative to dairy ingredients and specifically dairy proteins.
ADPI said its board of directors recognized a void in the industry’s messaging and communication of dairy protein ingredients in foods and beverages. It commissioned a task force comprising members who volunteered to evaluate the opportunity and recommend an action plan. Padilla — a global public relations and communications firm — and its FoodMinds division were selected to work with the ADPI task force to execute a fact-based, integrated strategic digital communications program, known as the Dairy Protein Messaging Initiative (DPMI).