Midwest Dairy partnered with Chicago-based retailer Jewel-Osco to promote dairy and generate incremental sales during National Dairy Month. The campaign used a variety of tactics to build consumer trust and highlight the message, “Dairy Fuels Adventure”.
In store, Jewel worked with their vendors to offer promotional pricing to support National Dairy Month. Jewel also incentivized stores through a display contest to create engaging displays that proudly showcased real dairy products.
In addition to in-store displays, Jewel promoted National Dairy Month through its weekly circular ad, posts on Instagram and Facebook, as well as on digital billboards. The billboard ad appeared on 30 boards across the Chicagoland region and garnered over 3.3 million impressions during the four weeks they were visible.
In total, this in-store activation drove sales for 1.2 million incremental pounds of milk from the dairy products that were promoted during the month of June!
Midwest Dairy also partnered with Jewel-Osco’s parent company, Albertsons Media Collective. The effort brought together Midwest Dairy, Dairy MAX, Dairy Management West, Dairy West, and American Dairy Association North East. By combining resources, the five state and regional organizations were able to reach consumers across multiple digital platforms. The campaign activated through Jewel-Osco.com, Meta, and Pinterest, continuing to leverage the “Fuel Your Adventure” creative.
The overall results were significant. Across all participating regions, the campaign moved more than 62.2 million pounds of milk and generated more than 16.26 million impressions. For Midwest Dairy specifically, across the Jewel-Osco division, the campaign moved more than 15.8 million pounds of milk, including 1.5 million incremental pounds. The campaign also generated more than 4 million impressions across the Chicagoland market.
Jewel-Osco is based in the Chicago suburbs with 189 stores in Illinois, Iowa, and Indiana.