Midwest Dairy partnered with Fareway, a grocery retailer, on a two-month campaign to grow the dairy category during the festive season by providing shoppers with easy and delicious dairy-inspired recipes. Fareway is headquartered in Boone, Iowa, and has 130 grocery locations in the Midwest.
Specifically, this campaign highlighted ways to save time in the kitchen during the holidays by featuring one-pot, slow cooker, and bake-ahead recipes. These dishes included One-Pot Butternut Squash Mac and Cheese, Slow Cooker Mashed Potatoes with Cream Cheese, and a Healthy Holiday Breakfast Bake. The goal was to help customers create easy, stress-free, family-focused dishes to warm their hearts and bellies during the busy holiday season. Scan codes directed Fareway shoppers to these delicious dairy recipes, now permanently available on Fareway’s recipe site.
Additionally, we promoted these dairy-centric recipes through in-store, online, and eCommerce activations that included a homepage web banner, email banners, social media posts, in-store monitor videos, utilizing local influencer Hummingbird campaigns, and two “Cart to Kitchen” episodes shared on Facebook, Instagram, and YouTube.
This two-month campaign increased unit sales in the following dairy categories: cottage cheese, yogurt, sour cream, and ice cream, compared to prior year sales. Social media and email campaigns also reached nearly 300,000 consumers. The Hummingbird Social Media Influencer Campaign also saw success, reaching 31,207 views and 967 engagements. Click here and here to see those posts.