Team Services and DMI Launch the “Smoothie Blitz“
In March 2021, leadership at Dairy Management Inc. (DMI) wanted to continue to develop new opportunities to utilize the reach, power, and fun of the NFL and its players. Building off the success of their 2020 campaign, the “Home Fridge Advantage,” DMI was interested in exploring a key part of many players’ diet – the smoothie!
Team Services worked with DMI and its agency partners to create a new smoothie-making video series, the “Smoothie Blitz.” The series pits NFL players against each other in head-to-head match-ups to see whose dairy-filled smoothie recipe reigns supreme. The videos themselves appeal to a broad audience and show NFL players’ authentic personalities and competitiveness. Consumers can vote on which players/smoothie combination they want to move on to the finals on Instagram. The campaign was also paired with a national contest leveraging DMI and the NFL’s in-school program Fuel Up to Play 60, where students are encouraged to submit their own smoothie video. One national winner will be selected as the official Fuel Up to Play 60 Smoothie Ambassador.
After a year of activating virtually, Team Services has become accustomed to the challenges of developing a national campaign remotely. The team used the skills and techniques previously acquired from “Home Fridge Advantage” to successfully conduct five virtual content capture sessions with six current NFL players and one NFL alumni. Shoots were organized and directed via video conference while the players filmed directly on their cell phones. Team Services led all things related to players – including extensive research for selection, agreement negotiation, and all logistics with player agents. To select the right NFL stars for the campaign, the team evaluated players to ensure they had a strong social following, interest in cooking & healthy eating, and a fun on-camera personality to fit the tone of the campaign. Team Services recommended Cameron Jordan (New Orleans Saints), Devin (New England Patriots) & Jason McCourty (NFL Free Agent), Mark Ingram (Houston Texans), Shaquill (Jacksonville Jaguars) & Shaquem Griffin (NFL Free Agent), and Nate Burleson (NFL Alumni, Co-Host Good Morning Football & CBS NFL Sunday), who were passionate and excited about the opportunity to participate in the “Smoothie Blitz.”
All players promoted the campaign on social media and Team Services secured social amplification by the NFL and NFL clubs. As DMI’s sports marketing agency of record, Team Services worked directly with the NFL to formalize the concept and work through all necessary approvals to bring the campaign to life.
You can watch all of the “Smoothie Blitz” videos and get the full recipes for the player’s favorite smoothies at usdairy.com.
