Fed up with lies, distortions and half-truths, the dairy industry launched an aggressive social media campaign to tell the truth about milk at 8 a.m. this morning.
“We want to break the internet today,” says Mollie Waller, chief communication officer for Dairy Management, Inc. By 11:30 a.m., the campaign had already logged more than a half million media impression and responses.
Tagged with the hashtag ‘#milk truth,’ the feedback was 96% positive. DMI social media specialists did expect anti-dairy and vegan activists to push back, but Waller wasn’t afraid of the backlash. The dairy industry has solid, university research on its side about the nutrition, wholesomeness and safety of milk,” she says.
The effort is pushing five key facts about milk and dairy products, according to a media brief released by DMI and Milk PEP:
• Milk is a nutrient powerhouse – and it’s not just for kids.
• Milk is a real, wholesome and local product from family farms across the nation.
• Milk contains a lot that’s good, without the “bad” that some people think (like excess calories and fat)
• Milk is simple – especially compared to non-dairy milks that can have more than 10 ingredients.
• Milk provides high-quality protein (almond and other non-dairy milks may have just 1 gram of protein).
The campaign will also ramp up on-line media efforts against soy and almond milks. It will do so by simply pointing ingredient label differences. Milk from dairy cows contains milk and Vitamin D. Soy and almond ‘milk’ labels contain as many as 10 additives, including sugar, thickeners and even salt. And they contain just one gram of protein for every 8 oz. of beverage. Milk contains 8 grams of protein in every 8 ounce serving.
It seems incongruant that consumers purchase organic coffee and then add in soy or almond milk with all these additive ingredients just so it looks and tastes like real milk, says Waller.