MINNEAPOLIS — The American Dairy Products Institute has tapped Padilla to lead a multiyear campaign promoting the use of dairy proteins in food and beverage products.

The dairy industry association chose Padilla, whose FoodMinds division has nutritional expertise, in a competitive national review. ADPI does not have a PR agency of record.

Padilla is charged with executing a research-based consumer campaign promoting the use of the milk and whey-based dairy ingredients — dried milk powders, evaporated milk products and butter among them — that ADPI’s members manufacture.

Boosting sales by raising awareness of the benefits of dairy proteins will be a core goal of the effort, Padilla said, adding that the campaign comes at a time when consumer interest in protein consumption is at an all-time high.

Campaign responsibilities will be shared across Padilla and FoodMinds offices in Chicago, Minneapolis, New York, Richmond, San Francisco and Washington.

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