Harnessing the Power of Online Consumer Engagement for Wisconsin Cheese

Suzanne Fanning Senior Vice President and Chief Marketing Officer Dairy Farmers of Wisconsin

Virtual experiences and a sharp uptick in online shopping have boosted the popularity and success of the Dairy Farmers of Wisconsin led Cheeselandiaprogram. The program created an exciting new narrative about award-winning Wisconsin cheese when it launched in 2018. And, it continues to develop consumer ambassadors for the dairy industry today.

What is Cheeselandia? It's an online community of cheese lovers celebrating the ingenuity and creativity of Wisconsin cheese and driving positive conversations for our products and our dairy farmers. Cheeselandiaserves as a virtual forum where consumers can learn more about specialty cheeses, connect with Wisconsin cheesemakers and each other, attend fun, interactive online educational and social media experiences, find cheese board and recipe inspiration and much more.
For instance, Dairy Farmers of Wisconsin has capitalized on the opportunity to engage the Cheeselandia audience to safely "cheese at home," leading to fun virtual gatherings like June's World's Largest Online Cheese Party which landed us in Food and Wine magazine and on TV nationwide.

So far, fans in all 50 states, plus Canada and Mexico, have engaged with Cheeselandia's guided cheese-tasting parties and educational events. These experiences drive positive recommendations and word of mouth, generate organic content and drive sales.

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