Parades are a sign of summer in many communities across Wisconsin. Residents line the streets to cheer on their friends and family, and, of course, to catch the sprinkling of treats. Children hold out their hands for the chocolate, sweet tarts, suckers and… string cheese. Yes, string cheese!

Dairy promotion, 4-H and FFA groups across Wisconsin have found that parades are a perfect opportunity to plug dairy product messages to a captive audience. From string cheese to 100-foot sundaes, the creative ideas are endless. Consider trying one or more of the ideas below as you plan for your 2005 summer parade. As always, the Wisconsin Milk Marketing Board (WMMB) has items available through the Dairy Promotion Materials Catalog (see order information below)

Rock County
The Rock County Dairy Promotion Group will participate in the Evansville Fourth of July parade for the third time in 2005. According to committee member, Sandy Trustem, the event's success has increased each year. "It has been fantastic, even better than we imagined. The community looks forward to seeing us in the parade," she says.

Since 2003, when the group first participated in the parade, they have quadrupled their order of string cheese which handles well, is easy to transport, and stays cool. By freezing the cheese prior to the event, even those at the end of the parade can enjoy a cold piece of delicious cheese.

During the parade, coolers of cheese and other supplies such as balloons, bookmarks and brochures are carried in the back of donated John Deere Gators. Nearly 30 Rock County dairy farmers and family members walk the parade route alongside the gators handing out prizes and talking with spectators.

Evansville parade attendees can look forward to a new dairy theme. In 2003 the group stressed the economic impact of dairying in Wisconsin by wearing Cash Cow t-shirts ordered from WMMB. In 2004, participants were encouraged to consume dairy products with 3-A-Day promotional materials ordered from Dairy Management, Inc.

No matter what the theme or method, this group of Rock County dairy farmers sticks to its mission. "We want to raise awareness of the dairy industry to residents in our area and encourage the public to consume more dairy products," Trustem says. "You don't need a big, elaborate float to do that. Keep it simple," she recommends.

Lafayette County
In Lafayette County, public officials and other community organizations assist the dairy promotion committee by distributing dairy products during the county's many community festivals. "They come to us instead of us asking them. We have a strong relationship by now," Jay Stauffacher, Lafayette County Dairy Promotion president and WMMB director, says. "They like the publicity and we don't have to do all of the leg work."

Enlisting the help of these groups helps the dairy promotion committee visit most of the parades around Lafayette County. The group requires signage supporting Lafayette County dairy farmers and the dairy promotion group. In return, they cover the expenses and provide educational handouts.

Groups working with the dairy promotion group can choose any dairy product to distribute along the parade route. Though string cheese is the most popular dairy product giveaway, milk is the beverage of choice at the Darlington Canoe Fest. The early June event falls on the same weekend as the annual Lafayette County dairy breakfast. Stauffacher recommends looking for ways to tie events together. "We can use up any breakfast leftovers and, as long as it's kept ice cold, the milk goes well," Stauffacher says.

When planning your parade promotion keep these ideas in mind:

• Consider a theme. Spectators will more easily remember a few key points.
• Consider selling milk in plastic containers or frozen ice cream cups along the parade route.
• Introduce parade spectators to a new dairy product such as frozen Go-GURT ® portable yogurt or a new flavor of milk.
• Freeze string cheese, Go-GURT® portable yogurt and other products.

Utilize the food court area of your parade or festival:

• Create a 100-foot sundae by using rain gutters, wax paper, vanilla ice cream and various toppings.
• Sell milk and other dairy products, or introduce new dairy products by offering free samples.
• Sell dairy promotion clothing and other items.
• Get interactive: Use a dairy trivia game to bring participants to your stand. Offer dairy products and treats as prizes.

Low-cost dairy promotion materials are available through the WMMB Dairy Promotion Materials Catalog. Look to the catalog for items such as stickers, pencils, rulers, erasers, balloons, cups, educational coloring books, posters, clothing and more. To order your catalog, call 800-373-9662, or visit the on-line catalog request page.

In addition educational handouts with nutritional and economic impact messages are available for your promotions. If interested, call or e-mail Becky Kronberg, WMMB manager, local markets communications at 800-373-9662.

For Wisconsin Dairy Impact information, email or call Moriah Morris at 800-373-9662.

UW-Extension offers full-color brochures of county-specific agricultural and dairy statistics.