Dairy Farmers of Wisconsin Scores with Chocolate Milk at WIAA State Basketball Tournaments


Campaign Builds Love for Chocolate Milk as Recovery Beverage in Stadium and Across Multiple Screens

Madison, Wis. (February 28, 2019) – Dairy Farmers of Wisconsin and chocolate milk are taking center court at the Wisconsin Interscholastic Athletic Association (WIAA) Boys and Girls Basketball State Tournaments as the official beverage and the first-ever network social media partner. Studies suggest drinking low fat chocolate milk post workout could help athletes boost power and improve training times in their next bout of exercise.1

"We are so proud to be a part of one of the biggest sports moments across the state and promoting the importance of chocolate milk to athletes and fans," remarked Suzanne Fanning, Senior Vice President for Dairy Farmers of Wisconsin. "We've created a brand new multi-channel campaign to more effectively engage with athletes and fans that will build affinity and consumption of chocolate milk by promoting recovery benefits with athletes and fans through social media, signage at the games and during the statewide broadcast."

The chocolate milk promotion leverages Milk Processor Education Program's (MilkPEP) campaign "Built With Chocolate Milk" to ensure a unified message to consumers nationwide and save costs by using the campaign's pre-existing logos, images and other advertising materials. Athletes and fans in-stadium will be encouraged to "recover like a champion" in programs, chair covers and digital signage throughout the Resch and Kohl Centers (in Green Bay and Madison, respectively). Moreover, athletes and fans can enjoy chocolate milk in locker rooms and at clearly marked concessions with signs promoting its recovery benefits. 

"As the official beverage of the WIAA, chocolate milk remains a vital element to high school athletes' performance helping them to refuel, rehydrate and rebuild muscle after workouts and games," said Todd Clark, WIAA Director of Communications. "Dairy Farmers of Wisconsin has been a great partner of the WIAA for many years, and it's exciting to introduce new ways to engage with fans at the game, watching at home and interacting on social media."

As the first-ever Network Social Media Sponsor for the WIAA Boys and Girls Basketball State Tournaments, Dairy Farmers of Wisconsin will tap into spectators' watching behaviors by offering engagement activities via TV, phone and computer screens, including:
  • Get in the Game Trivia featuring state basketball tournament history posted on local ABC affiliates' Facebook pages and during the live broadcast of each session
  • Live In-Game Tweets where fans can tweet support for their school and see it on-air during the game's broadcast
  • Championship Poll asking fans to vote for who they think will win each session of the tournaments on local ABC affiliates' Facebook pages; poll winners will be announced before the tip-off of each session's championship game
In addition to social media activities, television commercials will air throughout the tournament's live broadcast and as one of nine sponsors during the online live stream. 

No matter where fans are, the WIAA State Basketball Pregame playlist on Spotify will hype them up for the tournaments and have them reaching for chocolate milk afterward for real recovery.

1Built With Chocolate Milk Website: 

About Dairy Farmers of Wisconsin: Funded by Wisconsin dairy farmers, Dairy Farmers of Wisconsin is a non-profit organization that focuses on marketing and promoting Wisconsin's world-class dairy products. For more information, visit our website at