Marina Mayer's Marketing Musings

First Lady Michelle Obama isn’t the only one out to fight childhood obesity. Now, DCI Cheese Co., Richfield, Wis., is in the race too thanks to its new “Feel Good about Doing Good!” campaign.

From Nov. 1-Dec. 31, 25 cents from DCI’s Black Diamond brand Canadian cheddar cheese sales will go toward Action for Healthy Kids (AFHK), a Chicago-based non-profit organization that works with schools and families to fight childhood obesity and undernourishment.

“Black Diamond cheese is high in protein and provides the essential calcium and vitamins required for a healthy diet,” says Katie Jury, marketing manager at DCI. “Supporting Action for Healthy Kids and their promotion of healthy eating and physical activity was a natural fit for us.”

Black Diamond cheeses consist of a rich, crumbly texture, classic full cheddar flavor and trademark sharpness that is developed slowly through careful and natural aging. Black Diamond cheddar cheeses also contain no additives, modified enzymes or artificial coloring.

To make a donation, to obtain recipes and beverage pairings or to download coupons, go to www.blackdiamondcheddar.com.

The results from DCI’s “Feel Good about Doing Good!” campaign will be announced January 2012.