The United Dairy Industry of Michigan serves dairy farmers across the state, providing free nutrition and education materials for more than 500 K–12 schools. They wanted to raise awareness of milk’s benefits, from grade school to middle and high school students. The goal? Encourage them to drink milk!

Inspired by the iconic black & white spots of cows, we created a playful, kid-oriented campaign — Milk, it’s spot on — to meet students wherever they go throughout their school day. Each age group received its own set of unique Spot On posters, highlighting milk’s key benefits specific to their development and interests. We also created a second set of Spotlight posters to delve deeper into important topics like sustainability and supporting local farms.
Additional elements including bunting, floor clings, locker magnets, and milk cooler wraps gave schools a simple way to transform everyday spaces into fun, upbeat places telling the story of milk. We also designed mirror clings that could be placed in bathrooms to generate positive reinforcement and reminders about nutrition.
Older students were invited to “get spotted” with milk, using a targeting social media campaign to support engagement and connect kids from across the state online. We designed and produced a custom selfie wall, asking high schoolers to post their own messages about milk for a chance to win cow-spotted sneakers. Finally, to get the Spot On message into the hands of individual students, teachers and administrators, we made black and white insulated tumblers, lanyards, and stickers, all touting the recognizable spots and positive messaging.

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Art Direction
Branding
Environmental Graphics
Print Design
Social Media Plan