Connecting with consumers in Illinois

In Illinois, Midwest Dairy’s partnerships with the University of Illinois Fighting Illini Athletics and Illinois Farm Families demonstrate the power of meeting consumers where they are – both in-person and online. These initiatives throughout 2025 and into 2026 showcase a strategic blend of sports marketing, social media, and face-to-face engagement. Together, they amplify dairy’s performance, wellness, and sustainability story – building trust, increasing visibility for farmers, and strengthening dairy’s connection with key audiences across Illinois and beyond.

University of Illinois Fighting Illini Athletics

Last fall, Midwest Dairy kicked off a new partnership with the University of Illinois Fighting Illini Athletics. Through this collaboration, Midwest Dairy connected with fans and student-athletes alike by highlighting how dairy plays a key role in fueling performance and supporting everyday wellness.

Powered by Dairy Flex Cam

One of the most engaging activations this season was the Powered by Dairy Flex Cam at every home football game. Fans were encouraged to show off their muscles on the big screen, and it quickly became a crowd favorite. The Fighting Illini marketing team had fun spotlighting enthusiastic fans and even catching former athletes in the stands ready to flex. With strong attendance at each game, this activation reached more than 400,000 fans throughout the football season.

Social Media Video Series

In addition to in-game visibility, Midwest Dairy partnered with three student-athlete gymnasts to create a dynamic video series designed to connect with Gen Z audiences in fresh, authentic ways. Each video delivered dairy messaging in a unique format and was featured on the Fighting Illini and student athletes’ social media pages.

• The first video featured a “Man on the Street” Trivia. The gymnasts quizzed fellow students around campus, testing their dairy knowledge while sharing fun and educational insights. Watch the video here. 
• The second video highlighted a Coach Q&A. A training coach discussed how and why he recommends dairy as a key fuel source for athletes. Watch the video here. 
• The final video was a dairy taste test. The gymnasts sampled a variety of dairy products, guessing the item, while sharing their personal favorites and when they incorporate dairy into their training routines. Watch the video here. 

Together, the three videos generated more than 60,000 impressions, helping extend reach and reinforce dairy’s benefits with a Gen Z audience.

Through this partnership, Midwest Dairy is successfully engaging fans both in-stadium and online, helping build trust in dairy.

Illinois Farm Families

Illinois Farm Families (IFF) continues to provide an invaluable platform for dairy farmers, helping to bridge the gap between agriculture and consumers in the Chicagoland area. With a strong focus on building trust and awareness around Illinois farming, this partnership offers significant opportunities for dairy farmers to reach new audiences, share their stories, and grow their presence.

Digital Strategies

One of the most impactful ways Illinois Farm Families (IFF) reaches consumers is through social media marketing. In 2025, this strategy proved to be highly effective, generating over 6 million impressions. Through targeted digital content, social media campaigns, and online engagement, dairy farmers were able to connect directly with thousands of consumers in Illinois, particularly those in and around the Chicago area.

This massive reach provides dairy farmers with a unique opportunity to educate consumers about where their food comes from, how it’s produced, and why it’s essential for their daily lives. IFF’s digital campaigns highlight the environmental, economic, and social benefits of local dairy farming while breaking down common misconceptions. For dairy farmers, this partnership translates into increased visibility, greater consumer engagement, and the chance to share their passion for sustainable, high-quality dairy production.