The Art of Dairy™ is an annual art contest sponsored by Lucerne® to help students win much-needed funding for their school’s art programs, as well as for their own futures. Each year Lucerne® challenges students to create designs from a given theme and encourages them to incorporate dairy into their pieces. This campaigns theme was "Red, White and Moo- Celebrating American Ingenuity." Thanks to a new generation of creative minds, the contemporary art genre has quickly emerged as a mainstream favorite. From CD art, textiles, urban art, all the way to gallery shows and even advertising designs like that of the Apple iPod and Nike ID, contemporary art can be found everywhere. This first design phase leverages the current movement by effectively marrying the American ingenuity thematic with the colorful elements of the program. The second design phase encourages consumers to "make the decision" via voting online, text, and in-store QR codes by using election style graphics and typography
The program rolled out in phases. Phase 1 engaged students, parents, and teachers to get involved. Direct mail, e-blasts, a social media presence, and website educated each target audience about the program, benefits, and the brand. Phase 2 revealed the 9 finalists and had each of them create their submission onto an actual life-sized cow sculpture. Once completed they were displayed at nine selected stores near each finalist. Supporting materials such as a huge social media push, interactive online presence for learning about the program and brand (as well as voting), POS elements in the dairy section, Lucerne®
sampling events, Lucerne® offers and more – were all designed to get the consumer excited to vote and support the program.