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Case Study – Wisconsin Milk Marketing Board

[ TV ]

Wisconsin Milk Marketing Board TV commercial promotes brand awareness. Created by agency LSB
Wisconsin Milk Marketing Board TV commercial with cheese, created by LSB

[ Interactive ]

Wisconsin Milk Marketing Board banner advertisements with cheese created by LSB

[ Print ]

[ Publicity ]

Wisconsin Milk Marketing Board publicity in Midwest Living, with agency LSBWisconsin Milk Marketing Board publicity in Martha Stewart Living with agency LSBWisconsin Milk Marketing Board publicity in Houston Chronicle with agency LSB

Wisconsin’s dairy farmers have long promoted the state’s remarkable cheeses. But in 2000 they realized a market share decline of 15%! California was gaining share at Wisconsin’s expense. Hired to increase sales 5%, LSB instead delivered a whopping 16.9% increase. Even more remarkable is that LSB did it while being outspent 6 to 1 by California. The turnaround was quintessential LSB: Founded on psychological insights the competition didn’t know, leveraging them strategically with new positioning, we crafted an idea that conveyed the positioning across the touchpoint mix. This included POS, events, PR that produced over 200 million media impressions (including a Today Show segment), a web-generated 193,000 sweepstakes entries (and thus a valuable database of artisanal cheese lovers), digital campaign components called by our media partners “the best performing of the season” and great TV that jumpstarted the brand’s rebirth.