US marketing focusing on baby brain health
Expecting mothers and new parents are seeking guidance on how to best nourish their child and lay the foundation for lifelong health, particularly regarding cognitive development. To address this, the dairy checkoff in the US, is launching several strategies to highlight another benefit of dairy consumption.
Checkoff organisations Dairy Management Inc. (DMI), National Dairy Council (NDC), Innovation Center for US Dairy, US Dairy Export Council, Newtrient, GENYOUth and the 16-team state and regional network are joined by MilkPEP to collectively elevate awareness and understanding of dairy’s contributions to the 1,000-day period.
“We identified a topic that’s of pressing concern and interest among thought leader audiences and consumers and has very strong dairy science behind it,” says Heather Oldani, head of marketing communications and affairs for DMI. “This is a collective effort that has different avenues for individual organizations within the dairy community to participate. Everyone will add a drop into the bucket and those drops will create an ocean effect for a bigger awareness and impact in the marketplace.”
The strategies include media partnerships, where national magazine Good Housekeeping and the USA Today newspaper will each publish two articles in September, introducing readers to the science-backed importance of the first 1,000 days. Follow-up articles will discuss key nutrients needed during pregnancy that are found in dairy. This campaign through October, includes print ads and social media promotions through Good Housekeeping and USA Today’s channels.
Another area is social media, where the checkoff and MilkPEP will engage social media influencers to share relevant content with their followers. These influencers, including young parents, will discuss the role of dairy in their experiences, post recipes featuring dairy, and offer tips for incorporating more milk, cheese and yogurt into family meals. Additionally, NDC Ambassador Marina Chaparro, a paediatric dietitian, will promote dairy’s role in brain health through her channels and bilingual Nutrachicos site, which includes a free course on feeding toddlers. Ryann Kipping, a notable prenatal nutritionist on Instagram and TikTok, also will highlight dairy’s importance during the first 1,000 days. MilkPEP will also work with three credentialed experts to share the message with the media and consumers in August.
Further, NDC has launched a multi-year initiative with the American Academy of Pediatrics (AAP) to develop a nutrition education programme for paediatricians and paediatric trainees. NDC is also collaborating with WIC to help educate about dairy’s role as a key component of maternal health and early childhood wellness. NDC will continue to engage health organisations such as the National Medical Association and will be at AAP’s annual meeting in October, which expects 6,000 paediatricians in attendance. Additionally, through the checkoff’s Mayo Clinic collaboration, dairy-focused nutrition content is featured on Mayo Clinic Press’ website as well as on a dedicated Parenting Hub, including information specific to the first 1,000 days.
Another area for the checkoff is via its Undeniably Dairy channels. Stories at USDairy.com such as Dairy Foods for Infant Brain Development and Cognition and Top Benefits of Dairy For Cognitive Development in Infancy will be shared via Facebook, X and Instagram. Video content also will be posted on TikTok in an “edu-tainment” style to address questions about what foods to eat during pregnancy and after birth.
Megan Maisano, director of nutrition and regulatory affairs for NDC, is confident this collective strategy will resonate with health professionals and consumers given its solid scientific foundation. She notes an AAP statement identifying 14 essential nutrients for early brain development, with dairy providing seven of them.
“At the end of the day, every parent and care provider just wants their child to reach their full potential and do better than the generation before,” Maisano says. “Good nutrition during pregnancy, lactation and early childhood plays a foundational role in enabling a child to grow, learn and thrive. Dairy is an affordable, accessible food group that contributes really important nutrients, especially in those early years.”
For information about the dairy checkoff, visit www.usdairy.com/for-farmers.
