American Dairy Products Institute brings on Padilla, FoodMinds for multiyear campaign

The push will remind consumers of the values and benefits of dairy proteins.

ELMHURST, IL: The American Dairy Products Institute has selected Padilla and its FoodMinds division to lead a comms campaign promoting dairy proteins as ingredients in food and beverage products.

The organization’s members manufacture and market most of the milk-based and whey-based dairy ingredients produced in the U.S. to both domestic and international companies. The organization is seeking to increase the worldwide use of dairy ingredients by marshaling the technical, manufacturing, and marketing resources of its members and others, according to its website.

Padilla and its FoodMinds division were selected to work on the multiyear campaign following an RFP process that started in May. Three firms pitched, and Padilla was selected in late July, with the work kicking off in mid-August, said FoodMinds SVP Erin DeSimone.

Padilla and FoodMinds will execute a research-based, integrated strategic communications program.

"Dairy proteins have been around for so long that American Dairy Products Institute and its members thought it was a good time to remind consumers of the values and benefits of proteins," said DeSimone. "We are taking a surround-sound approach with this campaign to elevate and refresh the value of dairy proteins in a very crowded marketplace."

FoodMinds, a food and nutrition communications and consulting shop that is part of Padilla’s food and beverage division, was acquired by Padilla in 2016.

"FoodMinds has great bench strength in terms of food and beverage and nutrition knowledge," said DeSimone. "We have more than 20 full-time registered dieticians on staff. We also have deep dairy industry strength."

Padilla and FoodMinds’ Chicago, Minneapolis, New York, San Francisco, Washington, DC, and Richmond, Virginia, offices are working on the account.

DeSimone is senior strategic counselor on the account, overseeing the program and the team; while Padilla VP Jason Stemm is overseeing the account as the "day-to-day person," said DeSimone. Fifteen staffers are working on the account.  

Budget information was not disclosed.

In August, Padilla was acquired by Avenir Global, a Montreal-based holding and management company. Financial terms of the deal weren’t disclosed. Chair and CEO Lynn Casey moved into the role of chair, while Matt Kucharski became president, with both reporting to Avenir president and CEO Jean-Pierre Vasseur. The firm has retained  its brand.

Padilla recorded revenues of $40 million in 2017, up 2% from the year prior.  

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