Milk association uses TV to take on bureaucracy


The International Dairy Foods Association believes the government has too big a role in determining how much consumers pay for a gallon of milk, and thinks consumers will agree once they are made aware of the problem. It is kicking off a television and print campaign to make its point.

IDFA says a regulatory maze dating back to 1937 is an unnecessary burden on the industry, and its primary impact is driving up the prices consumers end up paying.

“It’s time consumers learned that the price of their milk is being artificially inflated by a maze of government regulations,” said Connie Tipton, president and CEO of IDFA. “Our campaign is about encouraging consumers to tell big government to get out of their milk.”

According to LDFA, the commercial “…shows a tiny government bureaucrat enjoying a swim in a glass of milk, much to the dismay of the woman about to take a drink. The voiceover in the commercial states: ‘It seems like the government is everywhere these days — including in your milk. In 1937, the federal government created a huge bureaucracy to establish and enforce milk prices. This maze of regulations and government red tape still exists and it’s costing you every time you buy milk for your family. Don’t you think it’s time for big government to get out of your milk? Take action at’”

The commercial will be aired in Washington DC, and will be accompanied by print ads in some of the Capitol Hill news publications, and will also be available on the internet where people outside Washington can see it.

RBR-TVBR observation: IDFA may say it seeks to educate consumers, but it is focusing this campaign almost entirely on Washington DC. The only way people outside the Beltway will see the television ad is over the internet – which we think means that hardly anybody will see it, period.

We suspect this really about educating bureaucrats, legislators and legislative staffers – national trade organizations are among the media’s best customers in the city of Washington DC.