The popular Pure Michigan ad campaign has moved from state forests, lakes and beaches to your refrigerator.
For the first time, the TV and radio campaign is promoting a Michigan-made product: milk. And Michigan native and comedian Tim Allen is again doing the voice-over for the TV ad airing throughout the state, thanks to financial help from Kroger Co.
The Cincinnati-based retailer, the state's largest traditional grocer, approached Pure Michigan and paid $100,000 to produce the 30-second spot to promote its Kroger brand Michigan-produced milk and is covering the air time, said Michelle Begnoche, a Travel Michigan spokeswoman.
"It's different from what we've done in the past," she said. "We're looking to take that Pure Michigan brand and translate into business and talent. It's no longer just a tourism brand."
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