Kroger is offering more than just a great taste and name with its fresh Kroger brand milk, but support for Michigan dairy farmers as well. Kroger brand milk—with 100 percent Michigan milk—is The Kroger Co.’s first corporate brand to partner with Pure Michigan®. It is also taking on a little bit of celebrity being the first consumer packaged goods to be featured in a Pure Michigan television commercial, according to a press release.
Pure Michigan is the national advertising campaign that supports Michigan’s tourism and is the model for the new campaign. Kroger and Kroger’s Michigan Dairy in Livonia help to create an example of a retailer using a Pure Michigan product to create a link from the farm to the table. Kroger’s Pure Michigan campaign will kick off with the launch of the “Pure Michigan Milk” commercial starring Michigan dairy farm families. Its has been produced in collaboration with The Kroger Co., The Michigan Economic Development Corporation (MEDC), the Michigan Ag Council (MAC), and the Michigan Milk Producers Association (MMPA), and the farm families supplying the milk here in Michigan.
The campaign will also coincide with MAC’s Pure Michigan Agriculture campaign, which also features radio spots and display billboards along roads in the Detroit, Grand Rapids, Lansing, Traverse City and Flint areas. Rick Going, president of The Kroger Co. of Michigan, states, “We want to put a face on the hard working, trustworthy farm families who go out there day after day to produce our food.” Mr. Going, continues, “We want our customers to know where Kroger brand milk and other Michigan products come from and understand the dedication and commitment farm families make to provide consumers high quality products.”