In early 2026, Midwest Dairy brought together an extraordinary group of Minnesota partners to celebrate athletes, strengthen community connections, and highlight the power of dairy nutrition. Through a unique collaboration with Cub Foods, Special Olympics Minnesota, Kemps, and Minnesota-based printer SmartPress, the “Powered by Dairy” Athlete Trading Card campaign transformed a retail promotion into a meaningful community experience.
The idea was simple but powerful: celebrate the achievements of Special Olympics Minnesota athletes while educating consumers about the role dairy plays in supporting active lifestyles. Together, the partners created custom collectible Athlete Trading Cards featuring 350 Special Olympics Minnesota athletes and coaches. Each card highlighted an athlete’s photo, sport, hometown, and a personal quote.
The initiative also helped build excitement for the 2026 Special Olympics USA Games, taking place in Minnesota June 20–26. The Games will welcome more than 3,000 athletes, 1,500 coaches, 10,000 volunteers, and 75,000 fans from across the country, making it one of the largest sporting events in the nation. The trading cards provided an opportunity to raise awareness, celebrate local athletes, and build excitement leading up to the event.
Midwest Dairy led project coordination, creative development, and dairy nutrition messaging, while Special Olympics Minnesota recruited athletes, gathered stories and photos, and coordinated appearances. Cub Foods activated the campaign in stores across Minnesota through in-store signage and social media support. Kemps enhanced the experience by funding a scannable $1-off chocolate milk coupon, encouraging consumers to enjoy a nutritious recovery beverage while supporting local dairy farmers.
A key contributor to the campaign’s success was SmartPress, which donated the printing of all 350 trading cards. Their support allowed the activation to be executed at minimal cost to Midwest Dairy farmers, demonstrating the impact of local businesses investing in their communities.
The campaign culminated in a weeklong February bagging event at Cub Foods locations across Minnesota. Special Olympics athletes greeted shoppers, shared their stories, signed trading cards, and connected directly with their communities. In-store dairy signage reinforced the message that milk, cheese, and yogurt provide high-quality protein and essential nutrients that help athletes recover, refuel, and stay strong on and off the field.
The results exceeded expectations. The promotion generated more than 30,000 Facebook impressions and drove the sale of an incremental 8,500 pounds of milk during the one-week activation. More importantly, it elevated the visibility of Special Olympics athletes, strengthened consumer trust in local dairy, and demonstrated the impact of purpose-driven partnerships.
The “Powered by Dairy” campaign highlighted the best of Minnesota: athletes pursuing their dreams, retailers engaging their communities, dairy brands supporting healthy lifestyles, and local businesses stepping forward to make a difference. Together, Cub Foods, Special Olympics Minnesota, Kemps, SmartPress, and Midwest Dairy created more than a promotion they created a platform to celebrate achievement, inspire consumers, and build excitement for the 2026 Special Olympics USA Games.