For the third consecutive year, the NFL provided Dairy Management Inc the opportunity to gain national exposure by filming a :90 second vignette and airing it during a nationally televised NFL game. The vignette was aired during Thursday Night Game between the Detroit Lions and the Green Bay Packers on December 3rd expanded awareness of the program to more than 12.5M+ viewers. The game was shown on both CBS and NFL Network.
Together with the NFL, NFL Films, the Lions, and UDIM, we elected to highlight an outstanding Fuel Up to Play 60 school in Lake Orion, MI called Pine Tree Elementary. The goal of the vignette was to showcase the impact of Fuel Up to Play 60 on local students and also highlight ways in which they implement program Plays, lessons, and strategies into the average school day. Specifically, last year Pine Tree implemented their own health and wellness initiative known as “Pine Tree Strong.” The program follows the FUTP 60 model and champions its message by placing an increased emphasis on physical activity and fitness throughout the school day to give students “brain breaks” and also increasing awareness of healthy choices in life and wellness.
In addition to capturing the number of ways Pine Tree has changed and grown because of the program, the vignette also featured a very special guest – FUTP 60 Player Ambassador and star running back for the Detroit Lions, Joique Bell. An avid lover of chocolate milk and exercise, Joique not only learned a choreographed routine and danced with the students, but he also made delicious smoothies with them and spoke to the importance of incorporating dairy, fruits, vegetables, and protein into your diet.
This year’s vignette further highlights the strength of our client’s relationship with the NFL and its clubs and also the impact of the FUTP 60 program on so many students and educators across the country. You can view the vignette on our page or by visiting NFLRUSH.
As the sports marketing agency of Dairy Management Inc. (DMI), Team Services continues to strategically negotiate and activate DMI’s partnership with the NFL. Moreover, Team Services works with DMI’s local state and regional promotional dairy associations to activate Fuel Up To Play 60 (FUTP 60) through its NFL clubs and player ambassadors. Team Services negotiates all player endorsements and club partnerships on behalf of the National Dairy Council.