Team Services Helps Kick-Start DMI's Campaign: "Home Fridge Advantage"
In March of 2020, the leadership at Dairy Management Inc. (DMI) decided to explore new opportunities to leverage the NFL to reach consumers during the 2020-21 NFL season. As DMI’s sports marketing agency, Team Services was tasked with the creation, planning, and execution of an idea that would highlight dairy as an essential part of how people are now spending their time at home with family.
Patriots Defensive End, Chase Winovich, loves cheese!
With enthusiasm and a desire to generate and implement new ideas, Team Services developed a 6-part video series that became the “Home Fridge Advantage” (HFA). The content for this program centered on the different ways people with diverse backgrounds and lifestyles enjoy dairy as part of their balanced diets. Each “episode” took a peek inside the fridge of one influencer and one NFL Player, drawing parallels and celebrating variety among grocery staples. The promotion also included a national contest, in which one individual or family would be selected to win a brand new refrigerator stocked with nutritious dairy items.
Raven’s Running Back, Mark Ingram, shows off his fridge.
From the beginning, Team Services faced unique challenges presented by a virtual and ever-changing world. Thinking outside-the-box, we worked closely with DMI and its partner agencies to schedule remote video shoots with six current NFL players and one NFL alumni. Each player filmed content directly from their cell phone, while both Team Services and DMI helped direct the shoot via video conferencing. Team Services provided extensive research to ensure each NFL player selected would bring value to the campaign. After a thorough search, a list of NFL stars, including DK Metcalf, TJ & Derek Watt, Mark Ingram, Jerome Bettis, Chase Winovich, and Mitchell Schwartz were selected based on the following criteria: social following, interest in cooking & healthy eating, and on-camera personality.
Born and raised in Wisconsin, Brothers Derek and J.T. Watt can never get enough milk.
Team Services negotiated the player agreements, scheduled and managed all pre-production calls and production shoot dates, in addition to supporting the shoots themselves. All players and influencers promoted the campaign on social media. In addition, we further localized the HFA program by consulting with several of DMI’s State and Regional dairy councils (SR's) to find ways to promote the contest and create their own content. Lastly, Team Services worked directly with the NFL to formalize the concept, work through all necessary approvals, and increase the amplification of the posts.
You can catch all of the Home Fridge Advantage episodes on U.S. Dairy.com: Home Fridge Advantage Video Series
