Midwest Dairy partnered with Schnucks for their back-to-school shopper marketing program focusing on yogurt. Every year in August, Schnucks aims to bring attention to their youngest shoppers by focusing on getting kids ready to go back to school with tips, tricks, and products to start the new school year off right. Schnucks is a family-owned grocery company based in St. Louis with 115 stores in Missouri, Illinois, Indiana, and Wisconsin.
Schnucks used plain, non-fat Greek yogurt to develop a 3-layer fruit smoothie popsicle that was included in their Simply Schnucks magazine. In addition to the recipe, Schnucks also promoted Greek yogurt with a 2x points promotion for Schnucks rewards members. An increase in yogurt units was reported during this time.
This campaign was advertised to shoppers via the Schnucks rewards app, website, weekly ad, and social media posts. Midwest Dairy also supported three influencers to promote the 3-layer fruit smoothie through Instagram. As a result of this campaign, there was an increase of almost 5,000 incremental pounds of milk sold.