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Dairy Management Inc. today formally begins its $55 million integrated campaign for cheese, after nibbling at it a bit last December.
The dairy farmers whose contributions fund DMI’s marketing programs were so enthusiastic about the ’98 campaign that they convinced DMI agency Leo Burnett to air a holiday spot in December. The plan had been to hold the work until the fourth quarter of this year, said Richard Cooper, DMI vice president for cheese marketing.
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