Dairy Ambassador 2021 National Dairy Month Social Media Challenge

Are you interested in promoting the dairy community on your social media accounts? National Dairy Month is
here and the perfect opportunity to share the story of dairy on social media platforms. As many states are
beginning to open back up after the COVID-19 pandemic, Midwest Dairy is excited for the Dairy Ambassadors
to get back out to in-person promotional events to connect with consumers. However, we recognize the benefits
of reaching a larger audience while posting on social media. It is important that Dairy Ambassadors utilize
social media tools to share relevant and positive information about the dairy community.

Your challenge, if you choose to participate, is to share informational dairy posts on social media platforms of
your choice at least once a week during National Dairy Month. Each week has a specific theme and challenge
related to the four pillars of the Undeniably Dairy campaign. You should utilize the knowledge you learned
during the Engage Training and how to connect with consumers using shared values. There will also be a
challenge related to National Ice Cream Month. Prizes will be awarded each week to the top three participants,
as decided by a guest judge. Additionally, three grand prizes will be awarded at the end of the month.

Week 1: June 7 - June 13

Theme: Dairy Delivers on Real Enjoyment - whether you love dairy for its taste, or its simple, nutrient-
rich ingredients, dairy is a part of all things we love and is present at special moments in our lives.

Challenge: Post a photo of you and your family/friends enjoying a delicious dairy product or meal that
contains dairy. Share a story of how dairy has brought you together with your loved ones. For example,
making homemade baked goods with your grandma or going out for ice cream with friends. This way,
others can think about how dairy has been there during special moments in their lives!

How to Enter: Send a screenshot of your post to Ellen Harth at eharth@midwestdairy.com by 5:00 p.m.
on Sunday, June 13th to be entered.

Prize: Three $10 Dairy Queen gift cards will be awarded to the top participants. Winners will be
announced by 5:00 p.m. on Wednesday, June 16th.

Week 2: June 14 - June 20

 Theme: Dairy is Nutrient Rich - wholesome foods are not hard to find; they are right down the dairy
aisle! Dairy is packed with protein and is a nutrient-rich powerhouse that fuels the body.

Challenge: Go to the grocery store and add photos or videos to your story on Facebook, Instagram, or
Snapchat of the different dairy products that someone could purchase. Explain the nutritional benefits of
those products and don’t forget to share some of your favorites too! This could entice your followers to
try a new product from the dairy aisle.

How to Enter: Upload the photos or videos into a Google Drive folder and share the link with Ellen
Harth at eharth@midwestdairy.com by 5:00 p.m. on Sunday, June 20th to be entered.

Prize: Three $20 Subway gift cards will be awards to the top participants. Winners will be announced
by 5:00 p.m. on Wednesday, June 23rd.

Week 3: June 21 - June 27

Theme: Dairy is Locally Driven - most people live within 100 miles of a dairy farm. Dairy farmers
work hard to exemplify the farm-to-table movement and make a positive impact in their local
communities.

Challenge: Attend a Breakfast on the Farm or Dairy Night on the Farm to record a video explaining a
dairy farmer's willingness to share their lifestyle with their community by welcoming the public to their
farm. As a substitute challenge, create a virtual farm tour by compiling videos taken around the farm and
share it with local summer programs, schools, or daycares. Videos should not exceed 10 minutes in
length.

How to Enter: Upload video to a Google Drive and send the link to Ellen Harth at
eharth@midwestdairy.com by 5:00 p.m. on Sunday, June 27th.

Prize: Three $30 McDonald's gift cards will be awarded to the top participants. Winners will be
announced by 5:00 p.m. on Wednesday, June 30th.

Week 4: June 28 - July 4

 Theme: Dairy is Responsibly Produced - with more than 95 percent of dairy farms in the U.S. being
family-owned and operated, wholesome dairy foods are produced using exceptional animal care and
sustainability management practices.

Challenge: Go live on Facebook, Instagram, or Twitter to interview a dairy farmer on how they
responsibly care for their animals and becoming more sustainable for generation to come; all while
producing healthy and safe products. Videos should not exceed 10 minutes in length.

How to Enter: Download the live video, upload it into a Google Drive Folder, and share the link with
Ellen Harth at eharth@midwestdairy.com by 5:00 p.m. on Sunday, July 4th to be entered.

Prize: Three $40 Pizza Hut gift cards will be awarded to the top participants. Winners will be
announced by 5:00 p.m. on Thursday, July 8th.

Week 5: July 5 - July 11

Theme: Here's the Scoop - It's National Ice Cream Month! With ice cream being one of the most
popular dairy products there is, make sure your followers know that it is the perfect excuse to eat more
ice cream this month!

Challenge: Share a photo of you eating your favorite flavor of ice cream and explain why It is your
favorite. Don't forget to use shared values during this challenge!

How to Enter: Send a screenshot of your post to Ellen Harth at eharth@midwestdairy.com by 5:00 p.m.
on Sunday, July 11th to be entered.

Prize: Three $50 Walmart gift cards will be awarded to the top participants. Winners will be announced
by 5:00 p.m. on Wednesday, July 14th.

Grand Prizes: Those that participated each week will be entered in a drawing. Three participants will be
randomly selected to win $100 Visa gift cards. Grand prize winners will be announced on Thursday, July 8th.

To best enhance each Dairy Ambassadors' social media presence, feedback will be provided each week
following the announcement of the prior week's winners.
Posts will be judged based on the following:

 Quality of photos and videos

 Use of correct spelling and grammar
 Overall post creativity and ability to engage consumers
 How well the post ties into the specific theme