The Seventh Annual Lucerne The Art of Dairy “Red, White and Moo” Art Contest!

Pleasanton, California-based grocer Safeway and its Lucerne Private Brand announce a Call for Entries for the Seventh Annual Lucerne The Art of Dairy Art Contest to give creative art students the opportunity to showcase their design skills for a chance to win a grand prize of $30,000.

Since the inception of The Art of Dairy contest in 2005, Lucerne has contributed over $327,000 to schools, teachers, and students. The Call for Entries will run through November 18, 2011.

Lucerne has been providing students with a wide variety of wholesome dairy products for over a century. Delicious nourishment before, during, and after school not only feeds the body, but it also helps fuel creative minds.

The Lucerne brand is proud to be committed to promoting the creative growth of young artists, supporting their talents along with suffering art programs in schools. The Art of Dairy contest has been going strong for six years, garnering thousands of creative, inspired design entries.

About the Contest
With a few new and exciting components, this year’s The Art of Dairy contest raises the bar for contestants, teachers and schools. Leveraging a brand new theme – “Red, White, & Moo” – students are challenged to illustrate what American ingenuity means to them by incorporating Lucerne dairy products on a cow-shaped template. A special panel of judges will review the thousands of entries received, and in mid-January, will select nine finalists who will paint their selected entry designs onto life-sized fiberglass cow sculptures. Each school receives a $250 stipend to purchase art supplies that their student finalist uses to decorate the cow sculpture.

Once the finalists have completed their works, America will decide the winner via online and mobile voting from April 15 thru May 15, 2012.  Winners will be announced in early June.

The contest winners will share approximately $46,000 in prizes with their art teachers and their schools’ art programs. The Grand Prize winner will receive $20,000 for their school’s art department, plus $5,000 each for the winner and their art teacher. The First Prize winner receives $5,000 for their school’s art department, plus $2,500 each for the student and teacher. In addition, one Honorable Achievement winner and their teacher will receive $1,000 each. The remaining six finalists will receive $500 U.S. Savings Bonds. Additionally, for the first time ever, a Teacher’s Incentive program has been created where the school with the most entries will win $1,000 for their art department.

This program is a fun, unique way to promote creative growth and encourage students to artistically express themselves; the contest not only gives students a national platform to unveil their talents, but also helps illustrate the importance of art education in schools.

For past contest winners, entry forms, healthy recipes, and Official Rules, visit

Previous article“It’s a Store Brands World” at PLMA 2011
Next articlePrivate Brands Go To The Farm at Safeway
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.