"Behold the power of cheese" is the new theme for Dairy Management Inc., Rosemont, Ill., which today breaks the first work on its cheese business from Leo Burnett USA, Chicago. Burnett won the $40 million account from Grey Advertising, New York, earlier this year on the strength of a segmentation study it devised. In the new spot, a family wakes on Christmas to a glittering array of presents, including a sportscar and pony, thanks to their youngest member's decision to upgrade Santa's snack from cookies to cheese. The theme will carry through the final campaign--aimed at heavy cheese consumers--that breaks Feb. 23 with a series of five commercials along with print. The theme replaces DMI's "Cheese to the rescue," created by Grey.

Copyright December 1997, Crain Communications Inc.