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 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, targeting individuals seeking 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 addressed 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 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 collaborative effort, with many state and regional checkoffs participating in the campaign. 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 centered on two major fall events: the back-to-school season and the kickoff of the sports season. It ran from July 29 to September 30, 2024. The investment from Midwest Dairy resulted in 2,169,000 incremental pounds of milk sold in the Midwest Dairy region alone through both the Walmart digital campaign and the Dollar General in-store campaign.