Leo Burnett was assigned creative responsibilities for cheese advertising by Dairy Management Inc., the Rosemont, Ill.-based management organization that conducts marketing programs for the American Dairy Association, National Dairy Council and the U.S. Dairy Export Council.
Burnett has been DMI's agency of record for media planning and buying since 1995. The cheese creative assignment has been dormant. The business was last held by Grey Advertising in New York.
DMI has said it intends to spend more than $25 million on an integrated marketing program to build domestic sales of U.S. produced cheese products in 1998. Burnett conducted a research study on cheese consumption for DMI that led to the creative assignment. --Scott Hume