Binghamton (NY) Low-Fat Milk Campaign Summary

Background: Due to the high consumption of high-fat milks, the low consumption of calcium, and declining milk sales, the New York State Healthy Heart Program convened a group of health professionals and dairy industry representatives to promote low-fat milk in a nine week campaign in Binghamton, New York.

Objective: To increase the percentage of low-fat milk sold by 10% and to increase overall milk sales by 2%.

Methods: The promotion was modified from the 1% or less low-fat milk campaign developed by the Center for Science in the Public Interest (CSPI). The campaign included television and radio commercials promoting the benefits of low-fat milk; a large kick-off covered by the local media; and milk taste tests in grocery stores and schools. The commercials: addressed the barriers to drinking milk; were aired during prime times; and were paid for by the NYSDOH and the American Dairy Association and Dairy Council, Inc.

Outcomes: Overall milk sales increased by over 5.5% and low-fat milk gained 10% of the milk market, with increases of 21% and 11% in the sale of 1% and fat-free, respectively.

Figure 1: Results from Binghamton Low Fat Milk Campaign