The dairy checkoff is leveraging National Cheese Day on June 4 to position cheese as a convenient, high-quality protein option through its Dairy Does More platform.

The National Cheese Day activation, launched by Dairy Management Inc. (DMI), introduces “Body by Cheese,” a lighthearted campaign designed to connect cheese with fitness, wellness and snacking occasions. At the center of the effort is the Parm Bar, a 2-ounce block of domestically produced parmesan packaged in a protein-bar-inspired wrapper that highlights cheese’s protein benefits in a modern way.

The Parm Bar is not a retail product and will only be distributed through a limited-time social media influencer giveaway tied to the campaign. It is designed to give audiences a humorous hook to stop scrolling and start thinking about how cheese is another way to build their protein intake.

The activation represents an extension of Dairy Does More, which DMI created to help consumers think differently about dairy foods and recognize benefits beyond taste.

“Consumers already love cheese, but our opportunity is helping them think about cheese differently and creating new usage occasions,” said Aris Georgiadis, DMI senior vice president of integrated marketing. “This campaign is about reinforcing that dairy does more than consumers may realize, particularly when it comes to protein, energy and satiety. If consumers already buy cheese for toppings or meals, can we inspire them to see cheese as another snack or protein option throughout the day?”

The National Cheese Day effort is targeted toward younger, fitness-minded consumers who seek protein in their diets but may not immediately think of cheese as part of their workout or wellness routines. Through influencer partnerships, social media activations and earned media outreach, the campaign aims to insert cheese into broader cultural conversations around fitness and nutrition.

“Many consumers don’t realize cheese is a good source of protein,” said Monica LaBelle, DMI vice president of digital ecosystem. “We want to create something fun and memorable that helps people rethink cheese as more than just a topping or indulgence. The Parm Bar showcases that parmesan can be a simple, real-food protein option that fits naturally into active lifestyles.”

Parmesan delivers approximately 9 grams of protein per ounce, making it a convenient, nutrient-dense option for consumers seeking foods that support active lifestyles.

To expand the campaign’s reach with younger consumers, DMI and state and regional checkoff teams partnered with seven fitness-focused influencers, including national spokesperson Adrian Williams. Influencers will post content June 2-5 highlighting cheese’s protein benefits while encouraging followers to participate in the National Cheese Day giveaway featuring cheese-themed workout gear packaged inside a parmesan wheel-inspired box.

“Working with influencers allows us to reach consumers where they already spend time and in ways that feel authentic to them,” LaBelle said. “These creators talk about wellness, fitness and balanced eating, so they’re helping introduce cheese into those conversations naturally.”