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FUTP 60 Homeroom.jpg Dairy Checkoff

Dairy checkoff, Subway collaborate on programs

DMI teams with 21,000 Subway restaurants to showcase dairy’s role in helping families and youth navigate "new normal."

Subway sandwich franchises nationwide will generate more money for GENYOUth’s Emergency School Meal Delivery Fund and build awareness about the dairy checkoff’s support for youth wellness through Fuel Up to Play 60.

Subway, which has 21,000 franchises, and Dairy Management Inc. (DMI) are both partners with the National Football League (NFL). When Subway and the NFL were working on their sponsorship agreement, the league encouraged the restaurant chain to support Fuel Up to Play 60 to serve local communities and youth.

Subway will engage with DMI on two nationwide efforts at no additional cost to the checkoff.

First, the chain launched the “Tackle Hunger” endeavor through its Subway Cares program, which allows customers to add to their purchase for local causes. The franchises will use these donations for GENYOUth’s fund to provide school meals and feeding efforts from October through Nov. 30. Nationwide in-store signage features America’s dairy farmers, Fuel Up to Play 60 and Undeniably Dairy.

GENYOUth has so far raised $9.92 million in cash and in-kind support for 8,485 schools, but nearly 10,000 more schools have asked for help.

Second, Subway will unveil “60-Cent 6-Inch Sundays” to students who display their Fuel Up to Play 60 “Healthy Habits Tracker.” Subway menus – which offer Shamrock Farms milk as a beverage option – will feature milk messages and Fuel Up to Play 60 and Undeniably Dairy logos. The promotion runs from early October to Dec. 31.

“This is another great example of the power of partnerships and the possibilities that can arise from working with a known entity such as the NFL,” DMI chief marketing communications officer Beth Engelmann said. “Data show that many families and children are facing food insecurity. The activation with Subway will help raise awareness and support in our communities while also furthering the checkoff’s long-standing commitment to youth.”

DMI announced two other activations that aim to build consumer trust and dairy demand in the “new normal” of the COVID-19 era. With the home now being a hub for learning, entertainment and family time, the activations will showcase dairy as an essential ingredient in family wellness and meals while supporting educators and students with e-learning resources.

“We understand that many people still are at home and that home has become the hub for families,” Engelmann said. “This fall, we’re continuing to highlight dairy as essential in every home moment, from work and school to what’s being served on the table and those quality family moments everyone is embracing, including the return of sports, football and 'home-gating.'”

The activations leverage the assets – players, media and social channels – of the NFL and include the Fuel Up to Play 60 Homeroom. The NFL, in collaboration with the U.S. Department of Agriculture, created Fuel Up to Play 60 in 2009 with a goal of building healthier children and communities by providing access to nutritious foods (including dairy) and physical activity.

With the onset of e-learning, however, educators and parents need access to credible, quality content to keep students engaged. As a result, the checkoff created the Fuel Up to Play 60 Homeroom, a digital resource to engage students, educators and parents around topics such as health and wellness and what’s happening on the farm -- all featuring dairy farmers, students and NFL players, including major youth influencer and video-gamer JuJu Smith-Schuster from the Pittsburgh Steelers.

The Homeroom will be updated every Thursday, in collaboration with local dairy promotion teams, GENYOUth and others in the dairy community. The e-learning resource includes educational tools highlighting how U.S. dairy farms operate, as well as dairy wellness, sustainability and community messaging and content. The Homeroom is done in partnership with Discovery Education and the NFL, and both will promote it on their various platforms.

Home fridge advantage

Celebrity chefs, lifestyle and sustainability experts, National Dairy Council ambassadors and NFL players will join the checkoff in providing consumers with ideas about how they can stock their fridges with affordable and nutritious options, including dairy.

NFL dairy lovers such as brothers T.J. and Derek Watt, Chase Winovich and others will be paired with influencers in videos that give people a peek inside their refrigerators. Each will talk about their dairy "MVP" – most valuable product – and consumers will see how nutritious, delicious food and a commitment to families connects everyone, no matter if they're an elite athlete or a mom of three.

Videos will be posted on each influencer’s social media channels, @DairyGood and @FUTP60 social media channels and at www.USDairy.com, where more dairy recipes are available. Consumers also will be asked to share a photo or video of their refrigerators using #HomeFridgeAdvantage and #UndeniablyDairy. A winner will choose a food bank or school to receive a refrigerator or breakfast cart to continue the checkoff’s commitment to getting food to those who need it.

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