Skip to main content

Dollar General dairy milk campaign results

April 23, 2024


2 minute read

At the end of 2023 and into January 2024, Midwest Dairy partnered with Dollar General stores to grow fluid milk sales. By featuring Undeniably Dairy signage in both the dairy milk section and the cookie aisle, this partnership made a big impression on consumers—over 20 million impressions, to be exact. To learn more about this campaign strategy, click here or keep reading for campaign results.

Checkoff’s partnership with Dollar General increased awareness and sales of dairy milk through strategically placed in-store signs during the busy holiday season. Signs in the dairy department highlighted milk’s affordable nutrition using the new Undeniably Dairy tagline “Real Milk. Real Nutrition.” Additionally, signage in the cookie aisle promoted pairing dairy milk with popular snack items.

Amid ongoing inflationary pressures, consumers sought better food prices and turned to the dollar channel for a solution. Because of this, Dollar General saw increased in-store traffic during this campaign. The campaign resulted in a 9 percent increase in sales, equating to $725,000 incremental dollar sales and 960,000 incremental pounds of milk sold across stores in the Midwest Dairy region. Dollar General is the number two grocery destination in the U.S., behind only Walmart, and has a national footprint of over 19,000 stores in 47 states. Seventy-five percent of Americans live within five miles of a Dollar General location, and there are almost 2,400 stores in the Midwest Dairy region.