“Agitation by advocacy groups has impacted [the dairy industry],” said Blair Thompson, consumer communications manager for the Lynnwood, WA-based commission, a consumer organization that educates the public about dairy products and represents 500 dairy farms in Washington. “Communications will be about strengthening trust in dairy products and dairy farmers.”
The goal of the Dairy Trust Initiative is to “enhance the relationship of trust between farmers and consumers,” said Tim Smith, SVP of public affairs for Seattle-based Waggener Edstrom. Future campaigns will focus on messaging, digital communications, marketing, promotions, and stakeholder engagement. The effort, which was announced June 16, will target media and consumers in Washington.
Thompson said the dairy products commission has worked with a variety of agencies over the years but this will be one of its largest PR efforts and the first time it has worked with Waggener Edstrom. The contract, which can be renewed up to three times, will go through 2009.
An RFP was issued in December 2007 and Waggener Edstrom was awarded the contract March 27. Budget is $100,000 for the research and planning phases; financial terms for the implementation and measurement phases are not yet available, according to Thompson. Magner Sanborn, an advertising and brand design firm based in Spokane, WA, was shortlisted in the final review.