Midwest Dairy partnered with Coborn’s during June Dairy Month to celebrate the women shaping Minnesota’s dairy industry through an integrated consumer campaign that built trust and increased dairy sales.
The “From Pasture to Plate: Women Shaping the Future of Dairy” campaign featured Minnesota dairy farmers Dr. Lindsey Borst, Christine Leonard, Kate Minten, and Emily Tweten, who shared personal stories about life on their farms, family traditions, and their commitment to producing nutritious dairy foods. Timed to coincide with the International Year of the Woman Farmer, the campaign highlighted the leadership and innovation women bring to today’s dairy industry.
Consumers engaged with the campaign through retail eCommerce, email, digital advertising, social media, in-store signage with QR codes, a dedicated landing page, and a Twin Cities Live television segment. Together, these efforts generated nearly one million impressions, including more than 910,000 email impressions and 58,000 social media impressions.
The campaign resulted in 179,852 incremental pounds of milk sales, demonstrating how authentic farmer storytelling strengthens consumer trust, builds confidence in dairy, and encourages shoppers to choose dairy products while supporting Midwest farm families.