This summer, Midwest Dairy and Dierbergs partnered together on two separate campaigns celebrating National Ice Cream Day and back-to-school.
National Ice Cream Day
In July, Dierbergs worked with their vendor community to support the campaign with discounted ice cream. The promotion was shared in weekly ads, on social media, through in-store signage, and an email blast. The email blast was opened and read by 55 percent of those who received it, 4 percent higher than in 2023. The ice cream coupon also had 376 clicks, and the social post had 83,270 impressions.
August Back to School
Dierbergs focused on driving dairy sales for this campaign through rewards pricing and an ad block in their weekly ad. For the ad block, Dierbergs reached out to their vendor community to provide deeper discounts on dairy products, with Midwest Dairy supporting the marketing. Dierbergs reports that 77 percent of customers who purchased the string cheese deal were reward members, proving that reward members are looking for special pricing with the intent to purchase. Between the two campaigns combined, there was an incremental pounds of milk lift of 196,012 pounds.