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Dairy Management Inc. is trying to seduce consumers into eating more cheese through a $55 million marketing campaign, $30 million of that in media. Leo Burnett USA, Chicago, has created five TV spots and six print/outdoor efforts that send the message: "Behold the power of cheese." Ads break today. For the first time the association is targeting men by running ads in such venues as "NYPD Blue," and POV and Sports Illustrated magazines. Copywriter: Rory Monaghan. Art directors: Ben Hershey and free-lancer Bob Shallcross.
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