Dive Brief:

• Dairy Max, an organization representing 700 dairy farmers, is putting a Fortnite spin on the classic “Got Milk?” campaign to market cow milk-based products to younger consumers, according to a press release.
• Diner Tycoon, created in partnership with Zoned, allows players to run their own diner while learning about the role of cheese and milk in a balanced diet. The game is the successor of Farm Tycoon, also created by Zoned, which is meant to simulate dairy farming.
• Gen Z lags behind the general population when it comes to dairy consumption, purchasing 20% less milk than the national average in 2022. The Fortnite activation is part of Dairy Max’s Level Unlocked initiative, which is intended to promote dairy consumption through gaming, interactive experiences and digital media.

Dive Insight:

With Gen Z milk consumption on the decline, Dairy Max is meeting young consumers where they are with the organization’s latest Fortnite activation. A successor to Farm Tycoon, Diner Tycoon completes the farm-to-table cycle for dairy products. The organization claims that Farm Tycoon sold over 40,000 pounds of milk through a blend of e-commerce and gaming.

Dairy farmers have a history of innovative advertising. The “Got Milk?” campaign, which is owned by the California Milk Processing Board, is one of the most recognizable advertising efforts of all time. While “Got Milk?” utilized A-list celebrities, Dairy Max is turning to gaming to engage a generation who is consuming less milk. Tycoon games, which are customizable, remain a popular format for gamers. Diner Tycoon and Farm Tycoon allow gamers to get invested in the dairy production process. The format of tycoon games encourages players to get familiar with every aspect of dairy production, allowing for deeper appreciation. 

"Today's generation is shaping food culture in real-time, and they're doing it online," said Jennie McDowell, chief strategy officer at Dairy Max, in press materials. "Gaming isn't just a hobby for Gen Z, it's where they connect, share ideas and influence each other.”

Fortnite has become a popular platform for advertisers, especially those looking to gamify an aspect of their business or product. Earlier this month, The General released a driving simulator which is meant to help Gen Z drivers overcome their road anxiety.