Midwest Dairy once again partnered with Schnucks Markets to support their annual back-to-school marketing campaign, helping families discover easy, nutritious meal ideas during one of the busiest times of the year. This collaboration aimed to position Schnucks as a trusted destination for simple school-day solutions while highlighting how dairy foods can help fuel students from morning to night.
As part of Midwest Dairy’s strategy to leverage key moments throughout the year, the back-to-school season provides an ideal opportunity to remind families that dairy offers both nutrition and convenience, making it a natural fit for lunchboxes, snacks, and quick breakfasts.
Bringing Dairy to Life Across Schnucks Channels
The campaign reached shoppers across multiple touchpoints, ensuring they saw dairy inspiration no matter how they planned their meals. Key tactics included:
- Retail Media Network offsite ads driving shoppers directly to Schnucks.com
- Recipe inclusion featuring Cottage Cheesecake with Berries
- Simple Schnucks Magazine recipe placement with dairy messaging
- Digital promotions across Schnucks.com, social media, email, and app push notifications
- In-store aisle blade signage to catch shoppers’ attention in the dairy aisle
- Vendor-supported promotions to strengthen visibility for featured dairy products
This omni-channel approach made it easy for busy parents to find new ideas and see how cottage cheese, yogurt, and other dairy staples can elevate school lunches and after-school snacks.
Strong Engagement and Impressive Results
The creative messaging centered around a 2x points offer, which resonated strongly with Schnucks’ active rewards members. The retail media network activation alone generated 1,978,539 impressions and delivered a $24.65 return on ad spend, a strong performance for back-to-school content.
Shoppers didn’t just engage, they purchased. The campaign drove 239,000 incremental pounds of milk in the cottage cheese and yogurt category, showing that families were inspired to try new dairy recipes and stock up on nutritious staples for the school year.
Fueling Families All Season Long
By meeting shoppers where they already search for inspiration and value, Midwest Dairy and Schnucks helped make dairy an easy and appealing choice for families looking to simplify their routines and keep their students energized throughout the school year.