The culinary world is buzzing with the latest food trends – TikTok recipes, fusion dishes and celebrity chefs putting their stamp on everything from burgers to breakfast bowls. 

But behind every trend, there is a timeless player: dairy. Whether it is the rich decadence of cream, the sharp tang of cheese or the creamy delight of a milkshake, dairy has remained a staple of food culture for generations.

However, in today’s culinary landscape, dairy is more than a comfort food – it can be an experience and an integral part of the evolving food scene.

This is why Dairy Management Inc. (DMI) created a marketing strategy where dairy continues to evolve its place as a central figure in modern food conversations. Our approach focuses on local market activations, influencer partnerships and innovative collaborations, all aimed at connecting dairy with the new wave of food lovers who are seeking indulgence and creativity in their meals.

The New York City Wine & Food Festival (NYCWFF) served as the perfect backdrop for us to remind people just how versatile – and cool – dairy can be. NYCWFF was a major gathering for food lovers, drawing chefs, influencers, foodies and industry professionals from across the globe. The three-day event provided an opportunity to showcase dairy messaging and innovations to an influential audience that crossed Gen Z, millennials and boomers.

DMI, in partnership with the Florida Dairy Farmers and American Dairy Association Northeast, hit the festival with a plan that was equal parts nostalgia and innovation. Dairy’s presence at one of the hottest food events reinforced the message that dairy is not just relevant – it is undeniably essential to modern culinary culture.

Immersive dairy experience

The centerpiece for us at NYCWFF was the retro-inspired MOOnlight Diner, which was more than a space for people to sample dairy-infused dishes; it was a fully immersive experience designed to capture dairy’s essence in a fun, nostalgic and forward-thinking way.

Dairy was highlighted to fit within modern food trends, demonstrating how it can be integrated into creative new dishes. For example, at the festival’s Brooklyn Eats & Beats event – presented by Snoop Dogg and Dr. Dre – the checkoff team presented a modern take on cheese curds, pairing them with a sophisticated gin and herb dipping sauce. 

At the festival’s Brooklyn Eats & Beats event – presented by Snoop Dogg and Dr. Dre – the checkoff team presented a modern take on cheese curds, pairing them with a sophisticated gin and herb dipping sauce. Image courtesy of Dairy Management Inc.

Another offering showed dairy’s adaptability to various culinary influences – the ube vanilla milkshake, a fusion of American comfort food with the Filipino flavors of ube, a purple yam that has become an Instagram sensation. By blending global ingredients with the richness of dairy, the checkoff displayed dairy’s role in both traditional and innovative culinary experiences.

NYCWFF also highlighted how dairy is integral to global culinary traditions. A prime example was the Triple Threat truffle grilled cheese served at Bobby’s Triple Threat Dance Party. Grilled cheese sandwiches are universally loved, but our version featured truffle-infused butter with a touch of jalapeño, transforming a simple comfort food into a gourmet creation.

This dish exemplified how dairy can bridge culinary traditions and fuse flavors from across the world. 

The Triple Threat Truffle Grilled Cheese was served at Bobby’s Triple Threat Dance Party. It was a grilled cheese sandwich featuring truffle-infused butter with a touch of jalapeño. Image courtesy of Dairy Management Inc.

Social media amplification

What made the MOOnlight Diner effort impactful, however, was not just the on-site experience – it was the strategic use of influencer partnerships. We tapped into the power of social media to extend the event’s impact (and along with it, dairy’s story) well beyond those who attended in person. Influencers with strong followings were invited to share their experiences at the diner, creating a buzz across social media platforms.

By partnering with multiple influencers, the checkoff successfully merged physical and digital spaces, allowing consumers to engage with dairy in a way that was authentic. This digital engagement strategy has proven essential for reaching younger, tech-savvy audiences who may not have the time or resources to attend in-person events but still seek unique culinary experiences.

The success of NYCWFF provided affirmation that the checkoff’s culinary-driven strategy can cement dairy’s place in the modern food conversation. The insights gained from this activation will continue to shape future events, including at the South Beach Wine & Food Festival in Florida this year.

In a world that is constantly searching for the next big trend, dairy has a secret weapon – its ability to unite generations and elevate its place in food culture.

This article was written by Corey DiGiovanni, who is vice president of marketing and communications for Dairy Management Inc. To learn more about your national dairy checkoff, visit our website or to reach us directly, send an email.