NEW YORK – Most folks know and recognize “Got Milk?” ads. Now, starting May 15, the dairy industry is refocusing its efforts on more than just one category with a new, national campaign, “Undeniably Dairy,” that covers all dairy products, including milk, cheese, yogurt and whey. Ad Age reports that the new campaign also showcases farming, as people want to know more about where their food comes from.

"This is not a generic advertising campaign or a generic communications campaign," Beth Engelmann, chief marketing communications officer at Dairy Management Inc., told the news source. "It's really designed to actually engage the entire chain."

Ad Age writes that the campaign comes as the dairy industry faces a number of challenges, such as more consumers switching to non-dairy alternatives like soy and almond milk. “Even those who stick with dairy are eating less cereal for breakfast, cutting lots of potential consumption out of what used to be a tried and true daily ritual,” notes the news source.

Recent studies also say that milk does not do a body as good as years of industry research and promotion have found, which creates confusion among consumers in the dairy aisle. Engelmann told Ad Age that such disparate information might not tell a full story, asking, "Who better to really answer the questions of the consumer than the dairy industry and the leaders of the dairy industry? …We want to really just tell our story and then ultimately it is the consumer's choice."

While dairy industry sales rose about 3% in the United States last year, milk’s capita consumption has declined annually from 1995-2015, per data from the USDA's Economic Research Service. The bright spot in dairy is yogurt, with per capita consumption more than doubling over the same period.

There’s also the issue of consumers increasingly wanting to know where their food comes from. Hopefully milk is synonymous with a cow, but even so the dairy industry is prepared to showcase farming and agricultural practices by hosting events at farms this summer. Ad Age notes that farmers have even sent in photos of their cows for use in what it is calling "Moo Memes," which include captions like, "When you got a salad but BAE got nachos."