The dairy checkoff continues to work with YouTube star Jimmy Donaldson, who goes by the name “MrBeast.” MrBeast challenged a group of Minecraft players to a dairy-themed competition where they could win cash.
On October 12, which was National Farmer’s Day, a video was released that showed the competition and featured Mr. Beast giving messages about dairy sustainability, nutrition, and appreciation for America’s dairy farmers.
MrBeast is one of the YouTube stars with the most subscribers. He has more than Justin Bieber, Ariana Grande, and Ed Sheeran put together. He recently had the number of people who watched one of his videos pass the number of people who subscribe to Netflix.
This is the second time the dairy checkoff has worked with MrBeast through Dairy Management Inc.’s “Undeniably Dairy” campaign. Late in 2019, the checkoff started working with influential gamers as a way to show up in unexpected places and reach its target audience, Gen Z, which is made up of people ages 9 to 24 and of which 90 percent or more are gamers. MrBeast and other well-known gamers went on virtual tours of dairy farms and used what they learned to make content that millions of people saw.
Donaldson, on the other hand, recently went to a dairy farm near his home in Greenville, N.C., to see for himself the hard work and care for the animals and the environment. A TikTok video shows footage from the visit and gives more information about where milk really comes from.
“These are the bold and innovative steps the checkoff is taking to get more people to know about our farmers,” said Barbara O’Brien, president and CEO of Dairy Management Inc. “We are proud to do this with MrBeast, who is one of the most well-known influencers in the world.” “Gen Z wants realness, humour, and voices they can relate to, and we know that MrBeast will be able to show how dairy is still good for health and wellness and is made in a way that is good for the environment.”
Already, the partnership is making people more aware of dairy. In the Minecraft competition video, people played a dairy-themed level while MrBeast talked about dairy’s positive effects on the environment and thanked America’s dairy farmers. He said that milk is good for your health, tastes great, and is made in a way that is good for the environment.
In less than 24 hours after the video went live, it had more than 3 million views and thousands of comments, making it the most popular video on YouTube.
“I didn’t grow up playing games, but my kids and grandkids did, and it’s great to see how excited they are about MrBeast working with our industry,” said Marilyn Hershey, chair of Dairy Management Inc. and a Pennsylvania dairy farmer. “These are the people we need to reach, and this is where we need to be to do it effectively. The checkoff tells them about dairy products where they are and through one of the most well-known names in the world.
Go to www.usdairy.com to learn more about the dairy checkoff.
