Sharing dairy’s story builds trust for dairy with consumers and helps grow sales. Here’s a roundup of media coverage arranged for by ADA North East during August:
CIO Journey Sparks $333,000 in Publicity Value
The final traditional media metrics for the CIO Road Trip include 366 stories, 4.3 million traditional impressions, 50.5 million online reach, and $333,000 publicity value!
Seventeen more news stories highlighted the Chief Ice Cream Officers’ journey and their meet up with Pennsylvania Secretary of Agriculture Russell Redding at Destiny Dairy and their studio stop at FOX 43 in Harrisburg. The Philadelphia Inquirer ran a wrap up story on the CIO Road Trip, PA’s first chief ice cream officers give the scoop on their favorites and their story, PA’s first chief ice cream officers give the scoop on their favorites, prompted a few more articles on the CIO Road Trip – Vista Today and Philly’s unsung ice cream parlors – Let’s Eat. Bucks County Today highlighted one of the creameries and linked to the Inquirer story.
Read the Coverage: (Bucks County Today) This Ivyland Creamery Was Recognized by the American Dairy Association
State Fair News Coverage
ADA North East promoted the dairy industry at the Maryland State Fair and New York State Fair. Here’s the coverage received thus far, with more to come!
New York State Fair
Butter Sculpture Unveiling 8/20
This year’s unveiling of the 56th Annual Sculpture Butter Sculpture, themed “Dairy: Good for you. Good for the planet.,” so far, resulted in 405 placements, 4.65 million traditional impressions and a publicity value of $647,000!
The 800 pounds of butter and sculptors Jim Victor and Marie Pelton arrived at the fairgrounds to work on the sculpture, to be unveiled on August 20. A video package delivered to news outlets through our Public Relations team resulted in 200+ stories. This Spectrum News story ran 50+ times in Buffalo, Rochester, Syracuse, Binghamton and Albany. WTEN TV ABC Albany, WTVH TV CBS Syracuse, and WGRZ TV NBC Buffalo also ran the story. Spectrum News also interviewed the sculptors for their “Faces of the Fair” segment.
A big boost included an online story by national station, Weather.Com, and Syracuse.com reported that their 15-minute video of the unveiling press conference was viewed by 55,000 people. Dairy ambassador Olivia Maslyn did an interview about the butter sculpture on opening night of the State Fair on WBNG TV CBS Binghamton. The unveiling resulted in hundreds of new stories including on WPIX TV New York City, WABC TV New York City, WSTM TV NBC Syracuse, WSYR TV ABC Syracuse and WHAM TV ABC Rochester.
Dairy Day 8/29
ADA North East teams were onsite at the NYS Fairgrounds beginning with live news hits in the Dairy Products Building and Dairy Cattle Barn at 5 am, then onto the Undeniably Dairy Milkshake Contest and additional live broadcasts throughout the day.
We’ll bring you results from Dairy Day and the Butter Sculpture Recycling (9/3) in the next recap!
Watch the Interview: Dairy Ambassador Olivia Masyln on WBNG Binghamton
Maryland State Fair
Undeniably Dairy Milkshake Contest 8/30
Our public relations team coordinated an interview with Maryland Dairy Princess Katie Jones and FOX Baltimore previewing the milkshake contest. Results and recap to come!
Watch the Interview: FOX Baltimore
For more dairy news coverage generated around the region by our Public Relations team, visit: https://www.americandairy.com/about-us/news-coverage/.