During the recent holiday season, Midwest Dairy partnered with Fareway Stores, Inc. to make dairy a central ingredient in every festive meal. With the growing demand for value-added milk products—such as lactose-free, high-protein, and organic options—this campaign made it easier for shoppers to find and enjoy their favorite dairy items. From butter and cheese to yogurt and sour cream, the objective was to emphasize dairy’s essential role in holiday cooking and celebrations.
The “Bringing Dairy to Life” message was prominently displayed wherever shoppers looked! To effectively reach and engage consumers, the campaign combined digital and in-store activations. Fareway’s Facebook, Instagram, and X (formerly Twitter) featured four dairy-filled recipes, sparking inspiration and engagement among followers. Two clickable email banners were sent to Fareway subscribers, including an exclusive email directing opted-in customers to dairy-rich recipes and online shopping options. Shoppers were also unable to miss the four-week display of recipe and product videos on Fareway’s in-store monitors, which were viewed an estimated 4 million times! Clickable banners on Fareway’s homepage directed customers to dairy shopping pages, promoting Fareway’s vendor-sponsored promotions.
In December, dairy sales at Fareway experienced significant growth, demonstrating the campaign’s effectiveness. Almost every featured dairy category saw sales growth, reflecting strong consumer demand. The top-selling products included value-added milk, butter, cheese, and sour cream, which were the standout items of the holiday season. Overall, nearly 5 million consumers engaged with this campaign, resulting in an impressive increase of 650,000 additional pounds of milk sold.
By leveraging seasonal shopping trends and employing a strategic multi-channel approach, Midwest Dairy, and Fareway successfully increased dairy sales while highlighting the essential role of dairy in holiday traditions. This campaign demonstrates that when data-driven insights are combined with creative marketing, the results can be both impactful and enjoyable. Looking ahead, this success paves the way for more innovative strategies to connect consumers with dairy, keeping it a staple in every celebration.