Bringing dairy to unexpected places… Like the spa!

This summer, Midwest Dairy is bringing dairy to consumers in unexpected places and targeting millennial parents, specifically females, and by proxy, their children, many of whom belong to Gen Z. These demographics will be key in building consumer trust and in driving dairy demand.

One of these unexpected places includes a spa salon in Minnesota. Midwest Dairy partnered with Hubbard and KS95 for an Earth Day activation in the Minneapolis-St. Paul market with a goal to reach Gen Z and parents of Gen Z with dairy sustainability messaging. The activation blended sustainability and wellness themes, showing KS95’s audience how dairy helps fuel general well-being in a sustainable way.

This campaign enticed listeners to enter a contest to attend a Spa & Sip event at Prose Nails in Edina, Minnesota. The salon experience made guests feel pampered while they learned about sustainability through on-site messaging, swag bags, and a live interview with Princess Kay.​ Princess Kay also participated in a KS95 “After Hours” podcast interview where her messaging focused on sustainability methods.

The campaign surrounding this wellness event made almost 3.5 million impressions across on-air, digital, and social media, with well above-average and above-goal results for impressions, click-throughs, and engagement. On TikTok alone, influencer posts delivered 656,000 impressions, and each of the campaign’s Instagram Stories posts reached over 900 accounts. The digital campaign drove traffic to a landing page where listeners could enter to win a ticket to the event and learn more about dairy’s sustainability story.​

Post-event survey results showed that 90 percent of respondents consume dairy every day, and because of this event, 70 percent said they were more likely to include a dairy product in their next meal. ​

Another great place to meet consumers includes museums. Midwest dairy has been exploring museum partnerships for over a year now, capitalizing on Gen Z and Gen Z partners who might be looking for something educational to do this summer. The Kearney Area Children’s Museum (KACM) sees the importance of educating youth on where their food comes from. In an effort to bring digital entertainment opportunities to partners, Midwest Dairy recently developed a “Dairy Does Too” themed virtual scavenger hunt that encouraged members and social media followers to participate to be entered to win a party at the museum, a University of Nebraska at Kearney Sports Fan package, or Undeniably Dairy swag.

This pilot served as a valuable learning experience and case study to share with other museums, schools, and youth organizations on how digital platforms can be leveraged to educate and entertain simultaneously.