Key Points
It started with a viral video of influencer chef Justine Doiron carefully slathering two sticks of butter directly onto a wooden cheese board, seasoning the thick layer with flaky sea salt and lemon zest, arranging torn herbs and red onion across the surface, and finally finishing the dish with flower petals and a drizzle of honey..
While Doirons original butter board video did not include an advertising disclosureand, according to Dairy Management, was not itself technically part of the partnershipthe chef had posted a Dairy Management ad two days before her viral post and was part of the industry groups Dairy Dream Team of paid influencers at the time..
Dairy Management, whose funding largely consists of legally mandated fees collected from farmers, is one of a constellation of government-supported dairy marketing groups that also includes the Fluid Milk Board, a beverage-focused entity whose promotion arm has paid Emily Ratajkowski, Kelly Ripa, Amanda Gorman, and more than 200 others to promote milk on social media..
Our partnership with [Dairy Management] helps McDonalds ensure the quality and great taste of the dairy-based items on our menu, and deepen relationships with the thousands of dairy farmers who supply milk, cream, butter, and cheese to restaurants across the US, the company said in an emailed statement to Grist...
Thirty years after the era-defining Got Milk? campaignitself a project of the California Milk Processor Boardthe US dairy industrys PR machine appears to be getting a second wind. The point of all these efforts is straightforward: The dairy promotion boards mission is to increase demand for their products..
