3 Al Día of Dairy campaign.

Texas’ Hispanic residents will soon have the opportunity to learn about the “3 Al Día” (3-A-Day) of Dairy campaign, a healthy-eating initiative from Dairy MAX and Dairy Management Inc. A new ad campaign about “3 Al Día,” created by Siboney/USA and targeting the Hispanic audience.

The “3 Al Día” ad campaign was created to share the importance of 3 daily servings of calcium-rich milk, cheese or yogurt with the Hispanic audience. Dairy has been shown to help build and maintain strong, healthy bones, muscles and teeth by providing nine essential nutrients including calcium, protein, potassium, phosphorus, vitamins A, B12 and D, riboflavin and niacin.

The ad campaign will use Hispanic talent and music to encourage Hispanic audiences to consume three servings of dairy everyday. Research from USDA indicates that Hispanics are getting less than half of the daily recommended 3 servings of dairy a day, which means that they’re falling short of getting calcium and other essential nutrients dairy naturally provides.

“Research indicates that Hispanics are hungry for more information and since they already over index in the consumption of milk, it was natural to target them with this new effort.” says Carla Trum-Mercado, EVP and general manager of SiboneyUSA. “Given our long association with the milk industry, we are thrilled to be working with Dairy Max and Dairy Management Inc. on this exciting new project.”
-more-

Kicking off last weekend, the campaign will include TV ads aimed at the Hispanic market in Houston, Dallas and San Antonio. It will consist of two 30-second spots and two 10- and 20-second spots that have been tagged to provide support
to participating retailers. In addition to the advertising campaign, a 3aldia.org Web site has been launched to reach consumers on-line.

Dairy MAX is a regional non-profit generic milk product promotional organization created and funded by American Dairy farmers. Dairy MAX serves Texas, New Mexico and most of Oklahoma.