Marina Mayer's Marketing Musings
The Idaho Dairy Products Commission kicked off “Beyond the Cracker,” designed to increase cheese consumption “beyond just putting it on a cracker,” says executive editor Marina Mayer.
To many Americans, Florida is known for its palm trees, hurricanes, spring break vacations and its inability to tabulate votes.
Now the Sunshine State is the target of a new campaign designed to encourage Floridians to buy more cheese.
The Idaho Dairy Products Commission (IDPC), Boise, Idaho, kicked off “Beyond the Cracker,” where legal-age Florida residents receive a $1-off coupon on any 1-pound U.S.-produced cheese product purchased in participating grocery retailers throughout the state. The goal is to offer up a bevy of solutions for consumers to use and incorporate cheese “beyond just putting it on a cracker.”
While many of us may equate Idaho with potatoes, it is the third largest manufacturer of natural and processed cheese in the United States, producing more than 805 million pounds annually, says Sharon Kitroser, director of strategic alliances for Daniels and Roberts, Inc., the Boynton Beach, Fla.-based marketing firm that created IDPC's new campaign.
“Ninety percent of the milk processed in Idaho is then made into cheese and shipped around the country as block or commodity – cut, wrapped and sold as a commodity for private labeled and store brands. Much of that is shipped to Florida,” Kitroser adds.
Users can log on to http://beyondthecracker.com/sweepstakes and download a $1-off coupon or browse through a variety of meal recipes that outline the nutritional benefits involving cheese. Some meal options include cheddar and mushroom breakfast squares, baked mozzarella sticks, hot pizza dip and Colby cobb salad, to name a few.
The coupons run through August, allowing Floridians the opportunity to enjoy their summer while saving $1 when purchasing cheese.
To many Americans, Florida is known for its palm trees, hurricanes, spring break vacations and its inability to tabulate votes.
Now the Sunshine State is the target of a new campaign designed to encourage Floridians to buy more cheese.
The Idaho Dairy Products Commission (IDPC), Boise, Idaho, kicked off “Beyond the Cracker,” where legal-age Florida residents receive a $1-off coupon on any 1-pound U.S.-produced cheese product purchased in participating grocery retailers throughout the state. The goal is to offer up a bevy of solutions for consumers to use and incorporate cheese “beyond just putting it on a cracker.”
While many of us may equate Idaho with potatoes, it is the third largest manufacturer of natural and processed cheese in the United States, producing more than 805 million pounds annually, says Sharon Kitroser, director of strategic alliances for Daniels and Roberts, Inc., the Boynton Beach, Fla.-based marketing firm that created IDPC's new campaign.
“Ninety percent of the milk processed in Idaho is then made into cheese and shipped around the country as block or commodity – cut, wrapped and sold as a commodity for private labeled and store brands. Much of that is shipped to Florida,” Kitroser adds.
Users can log on to http://beyondthecracker.com/sweepstakes and download a $1-off coupon or browse through a variety of meal recipes that outline the nutritional benefits involving cheese. Some meal options include cheddar and mushroom breakfast squares, baked mozzarella sticks, hot pizza dip and Colby cobb salad, to name a few.
The coupons run through August, allowing Floridians the opportunity to enjoy their summer while saving $1 when purchasing cheese.
