Dairy Processing - January/February 2023 - 13

reach the right people at the right time.
" Our launch ad for the 2022 Nerd Herd
campaign was built on a trend that we were
seeing with our target audience around their love
for spicy foods, " she said. " Because milk is the
ultimate heat cutter for spicy foods, our Nerd
Herd ad showed that milk doesn't just cut the
heat in spicy foods, but it can also help protect
the environment by helping cut greenhouse gas
emissions that contribute to heating the planet. "
To further bring to life milk's heat-cutting
abilities, DFA sponsored a custom episode with
one of the most popular celebrity interview shows
on YouTube, " Hot Ones, " featuring the show's host
Sean Evans.
" Sean is well known for sitting down with
celebrities for questions over progressively spicy
hot wings - the questions get progressively
more difficult, too - with the celebrity guests
often drinking milk on set to help with the heat
factor, " Hofeditz said. " The signature interview,
brought to viewers by Dairy Farmers of America
on World Milk Day, gave long-time viewers the
much-requested opportunity to see Evans, known
as the 'Spiciest Man Alive,' answer the questions
with Complex's Speedy Morman. And, when the
questions got too spicy, Evans was able to turn to
his trusted glass of milk. "
Hofeditz said DFA makes a point to evolve
and look at trends and research to ensure the
cooperative is staying relevant to the needs and
desires of its target consumers.
" We leverage data and analytics to help us test
and learn, drive optimizations and consider new
or emerging media platforms and channels, " she
said. " We also love the dialogue that can occur
with consumers in the digital and social spaces
and how your biggest fans can help support
marketing initiatives by spreading and sharing
your messaging. "
As we
head into our
third year of
the campaign,
we'll be looking
at additional
ways to engage
consumers
and help them
feel confident
that the dairy
they love is
sustainably
made. "
Jenny Hofeditz, Dairy
Farmers of America (DFA)
DAIRYPROCESSING.COM | JAN-FEB 2023 13

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Dairy Processing - January/February 2023

Table of Contents for the Digital Edition of Dairy Processing - January/February 2023

Dairy Processing - January/February 2023 - Intro
Dairy Processing - January/February 2023 - 1
Dairy Processing - January/February 2023 - 2
Dairy Processing - January/February 2023 - 3
Dairy Processing - January/February 2023 - 4
Dairy Processing - January/February 2023 - 5
Dairy Processing - January/February 2023 - 6
Dairy Processing - January/February 2023 - 7
Dairy Processing - January/February 2023 - 8
Dairy Processing - January/February 2023 - 9
Dairy Processing - January/February 2023 - 10
Dairy Processing - January/February 2023 - 11
Dairy Processing - January/February 2023 - 12
Dairy Processing - January/February 2023 - 13
Dairy Processing - January/February 2023 - 14
Dairy Processing - January/February 2023 - 15
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Dairy Processing - January/February 2023 - 17
Dairy Processing - January/February 2023 - 18
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Dairy Processing - January/February 2023 - 20
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