The New York State Dairy Promotion Order awarded a $147,000 grant to The Strong Inside (TSI) campaign, the Elmhurst, Ill.-based American Dairy Products Institute (ADPI) said. The TSI digital marketing campaign is dedicated to educating consumers about the importance of proteins from milk, as nutrients in milk, cheese and yogurt, condensed and concentrated milks, ultrafiltered and microfiltered milks, and as dry ingredients (in milk powders, whey products, casein/ates, milk protein concentrates and isolates).

The proposal featured enhancements of the existing campaign, which will help increase its reach and effectiveness, as well as incremental elements that will strategically target protein seekers in the state and the Northeast region.

With a population of almost 20 million, New York is a major consumer market. It is also a leading producer of milk, cheese, yogurt and ingredients manufactured in plants operated by Agri-Mark Inc., Cayuga Milk Ingredients, Great Lakes Cheese, Lactalis and O-AT-KA Milk Products/Upstate Niagara Coop, ADPI said. Those five companies are supporters of TSI and actively contribute to the management and deployment of the digital campaign. With the incremental funding, the campaign messages will be featured in New York digital magazines and on TV segments in local markets, and will be communicated through health and fitness influencers based in the state.

For more information about the campaign, contact Veronique Lagrange at