MADISON, Wis.— The Wisconsin Milk Marketing Board (WMMB) received two first-place awards at the recent 2012 National Agri-Marketing Association’s (NAMA) annual Best of NAMA Awards in Kansas City, Missouri.
Capturing the Color Print Ads award was the 2011 “Defining Deliciousness” campaign. Featuring bold, graphic imagery of some of Wisconsin’s most desirable cheeses, coupled with fanciful words such as “flavortism,” “craveocity,” and “chewlicious,” and the “Outdo Ordinary” tagline, the ads truly speak of Wisconsin Cheese as it is—artful and delicious.
“Our primary objective for print media was to maximize quality impressions while elevating perceptions of Wisconsin Cheese,” said Patrick Geoghegan, senior vice president of Corporate Communications at WMMB. “Full-page ads appear in prominent lifestyle and epicurean publications such as Better Homes & Gardens, Food Network Magazine, and Saveur, with impressions targeting a total of five million, a 37% increase from 2010.”
WMMB also won first place in the Internet Website category with the CheeseAndBurger.com addition, Cheeseburgers Across America. As the title suggests, Cheeseburgers Across America honors 10 great U.S. cities with 10 new cheeseburgers—pulling from “foodie” culture and local lore.
“Our original goal when launching the Cheese & Burger Society in 2009 was to let the masses know that a cheeseburger just isn’t a cheeseburger without delicious Wisconsin Cheese,” said Geoghegan. “Building on the website’s success, we felt it was worthwhile to keep the multitude of existing fans engaged—spreading the word about Wisconsin Cheese to an even larger nationwide audience.”
With a supporting radio sponsorship, Facebook app, sweepstakes, new social media content, and paid media, the comprehensive Cheeseburgers Across America campaign achieved national and international site visits, social media interactions, and media coverage, with total impressions exceeding 300 million.
The Wisconsin Milk Marketing Board, a nonprofit organization funded by the state's dairy farmers, promotes the consumption of Wisconsin Cheese and other dairy products.
Source: The Wisconsin Milk Marketing Board