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Article: Promoting pride and heritage: new Wisconsin cheese logo is the first step in long-term branding strategy. (Cheese Supplement).
- Article from:
- Dairy Foods
- Article date:
- March 1, 2003
- Author:
CopyrightCOPYRIGHT 2003 BNP Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Last fall, the Wisconsin Milk Marketing Board (WMMB) introduced a new logo and strategic positioning campaign designed to take the national marketing of Wisconsin cheese to the next level. The logo, which visually depicts Wisconsin's cheesemaking pride and heritage, is now being added to the labels of a fastgrowing roster of Wisconsin-made cheese products. So far, more than 30 cheesemaking companies in the state have signed on to use the logo on specific brands or private-label products. With the kick-off of WMMB's upcoming retail promotion in April, built on the logo's "Pride. Our Secret Ingredient (TM)" theme, it will soon be visible in supermarket cases and in-store ...