The We Are Family campaign was a partnership among Checkoff, Walmart.com, and Dollar General aimed at connecting with shoppers who already purchase dairy and those who do not. It used targeted, personalized messaging in different forms to promote dairy products to low-income consumers. This dairy messaging appeared creatively when grocery planning and shopping were top of mind, ultimately driving sales.
The campaign appealed to a wide range of shoppers for different reasons. The “We Are Family” campaign specifically targeted individuals looking for family meal ideas, kitchen hacks for busy parents, and ways to incorporate protein into their cooking. It also provided detailed information about growth, performance, and the importance of dairy nutrition during the first 1,000 days of a baby’s life. Additionally, the campaign addresses diverse nutritional needs by highlighting options for gut health and lactose intolerance available in the dairy section. Overall, We Are Family was a well-rounded campaign that resonated with the entire family.
This campaign employed an omnichannel activation strategy to engage shoppers across digital platforms, directing traffic to online shopping sites. Adopting a customer-centric approach, the campaign seamlessly integrated all of the seller’s channels, including physical store locations, apps, websites, and social media. Shoppers across these channels encountered a unified brand experience, with consistent messaging repeated in different spaces reminding them of the enjoyment and benefits of dairy. This campaign reached low-income shoppers across digital touchpoints, driving traffic to Walmart.com and in-store at Dollar General by providing information and access to affordable, nutritious dairy products.
This was a group effort, and many state and regional checkoffs were committed to it. Dairy Management West, United Dairy Industry of Michigan, DairyMAX, Midwest Dairy, Oregon Dairy Council, American Dairy Association Mideast, Dairy Farmers of Washington, Dairy West, American Dairy Association North East, and Florida Dairy Farmers all contributed funds to this campaign.
The We Are Family campaign targeted two key fall events: back-to-school and the sports season kickoff. It ran from July 29 to Sept. 30, 2024. Sales results from this campaign are being recorded, and we will report back to you on its success in the new year.