The dairy checkoff is flexing into National Cheese Day — coming up on June 4 — with a new (and admittedly lighthearted) campaign designed to connect cheese with active lifestyles, protein-packed snacking, and fitness culture.
Launched by Dairy Management Inc. the “Body by Cheese” campaign aims to tap into growing consumer demand for convenient, high-protein foods through the checkoff’s Dairy Does More platform.
At the center of the campaign is the Parm Bar — a 2-ounce block of domestically produced parmesan wrapped like a protein bar and marketed as a fun, grab-and-go protein option.
The Parm Bar won’t be sold in stores. Instead, it will appear in a limited-time influencer giveaway tied to National Cheese Day.
The Parm Bar is not a retail product and will only be distributed through a limited-time social media influencer giveaway tied to the campaign. (Image courtesy of DMI)
The campaign aims to reposition cheese beyond traditional meal occasions and into the growing fitness and wellness conversation, particularly among younger consumers looking for protein-forward snacks.
“Consumers already love cheese but our opportunity is helping them think about cheese differently and creating new usage occasions,” said Aris Georgiadis, DMI senior vice president of integrated marketing. “This campaign is about reinforcing that dairy does more than consumers may realize, particularly when it comes to protein, energy and satiety. If consumers already buy cheese for toppings or meals, can we inspire them to see cheese as another snack or protein option throughout the day?”
Parmesan contains about 9 grams of protein per ounce, making it a natural fit for consumers focused on workout recovery, satiety and convenient nutrition.
To help spread the message, DMI partnered with seven fitness-focused influencers, including national spokesperson Adrian Williams. Influencers will post content June 2 to 5 highlighting cheese’s protein benefits and promoting a National Cheese Day giveaway featuring cheese-themed workout gear packaged inside a parmesan wheel-inspired box.
“Many consumers don’t realize cheese is a good source of protein,” said Monica LaBelle, DMI vice president of digital ecosystem. “We want to create something fun and memorable that helps people rethink cheese as more than just a topping or indulgence. The Parm Bar showcases that parmesan can be a simple, real-food protein option that fits naturally into active lifestyles.”
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