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Give
the Gift of Good Taste
Byline: Patricia Kling, WMMB Diector,
District 14, from Taylor, Wisconsin
 The
holiday season is the perfect time of year for entertaining and celebrating
with good
food, family, friends and fresh-baked cookies.
These home-made holiday goodies, when made
with REAL dairy ingredients, create memories
that last all year long. This is also the perfect time
of year to remind everyone that using REAL
dairy products really does make a difference.
The Wisconsin Milk Marketing Board (WMMB) and
Dairy Management, Inc. (DMI) are once again
working together on a national promotion to
encourage consumers to purchase and use REAL butter for all their holiday
baking and cooking needs.
The promotion falls during the heaviest butter usage period of the year – thirty-five
percent of butter purchases occur in October, November and December.
This year's promotion uses print advertising, in-store
promotions and online advertising with banner ads delivering the "Pure and Natural" campaign
message, while reminding consumers that REAL butter is the best choice for
delicious flavor.
During the holiday season, a REAL butter print advertisement
appears in 13 national magazines, creating more than 26 million household
impressions.
The magazines include food publications such as Bon Appétit and Cooking
Light; women’s service magazines like Better Homes and Gardens and
lifestyle-oriented publications such as Martha Stewart Living.
The in-store promotion reminds shoppers that food
made with REAL butter tastes better. Two cookie recipes, the Citrus
Almond Shortbread and the
Double Chocolate
Cherry Thumbprints, are also featured on recipe cards in the SmartSource
ShelfTake One®. These self-service recipe stations dispense millions
of recipes in stores across the United States, reaching 160 million shoppers.
In past years,
the ShelfTake One® has proven to lift butter sales 7 to 13 percent.
In addition, this year’s butter promotion also
incorporates online advertising with banner ads appearing on cookinglight.com,
recipezaar.com, allrecipes.com,
about.com Network and Google search. The advertising connects viewers
to butterisbest.com. Online media will also utilize keyword searches
to reach cooking and baking
enthusiasts. This online element will generate more than 9 million
consumer impressions.
Along with strong advertising support, the campaign
also includes public relations activities aimed
at local, regional and national newspapers
and magazines.
A focal point of the 2007 Holiday Butter Promotion
is a new recipe booklet that includes eight luscious cookie recipes
that blend the natural flavor of real butter with fresh ingredients.
Some are classic. Some are contemporary. But they are all truly
delicious. The free brochure is offered to consumers through
editorial stories in newspapers, magazine tear-and-return cards
and at the butterisbest.com website. For butter usage tips and
a variety of recipes using REAL butter, visit www.butterisbest.com.
So enjoy the holiday season and be sure to treat your family
and friends with recipes that use REAL butter.
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Baking
and Cooking with REAL Butter
The website, www.butterisbest.com,
serves as a resource for holiday baking
and cooking with real butter. All advertising
and public relations activities drive
consumers and editors to visit the Website for baking and cooking tips, helpful
videos and copies of the butter cookie recipe brochure. Highlights on the website
include: butter demonstration videos, cooking and baking with butter, recipes,
holiday hints, butter questions and answers, and butter basics. |
Patricia Kling represents District 14 (Jackson,
Trempealeau and La Crosse Counties) on the
Wisconsin Milk Marketing Board. Pat and her
husband, Steven operate a 60-cow dairy in
Taylor. Their sons – Nathan, Joel and Samuel – continue
their involvement with dairy farming. She
is actively involved in the Farm Bureau
Women's Committee, Ag Day at the Capital,
the Jackson County Dairy Promotion Committee,
as well as a 4-H Leader.
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Madison, WI 53717