Pure Michigan has released a new ad campaign focused on Michigan produced milk. The campaign is sponsored by Kroger.
The Cincinnati-based retailer, the state’s largest traditional grocer, approached Pure Michigan and paid $100,000 to produce the 30-second spot to promote its Kroger brand Michigan-produced milk and is covering the air time, said Michelle Begnoche, a Travel Michigan spokeswoman.
The commercial features two Michigan dairy farms — Lynn Island Farms in Lynn and Ri-Val-Re/Jorgenson Farms in Webberville — and was shot over two days in May.
Allen narrates the commercial as scenes from the farms play out behind the ad campaign’s signature serene music. The commercial ends with the phrase: “Pure Michigan milk is Kroger milk.â€
Kroger knew from the start it wanted to promote milk, said Dale Hollandsworth, customer communications manager of Kroger’s Michigan division.
As the ad’s initial partner, Kroger’s logo is seen at the end of the TV spot — and will stay there until November. At that time, Begnoche said, other companies will have a chance to join with Pure Michigan and have their logos used as well.
Source: The Detroit News