In March, Fareway Inc. and Midwest Dairy launched the successful Dairy Strong campaign, showcasing the high-protein dairy products that today’s consumers are looking for. With a growing emphasis on fitness, wellness, and GLP-1 health trends, this campaign reflected insights gathered from consumer research. These insights show that protein is becoming increasingly popular, and Midwest Dairy highlights how dairy products meet this demand.
This campaign made it easier for shoppers to enjoy the protein-rich foods by offering delicious, dairy-based options and promoting dairy-inclusive recipes. Featured recipes included Cottage Cheese Cookie Dough, Protein Cottage Cheese Ice Cream, and Tzatziki yogurt-sauced Greek Gyros. The campaign highlighted retailer-selected, vendor-sponsored products such as the new Anderson Erickson Hi-Protein Milk, Danone Light & Fit Yogurt, Daisy Cottage Cheese, and Frigo String Cheese.
The results are as follows: Web and email banner ads reached 1.37 million inboxes, generating 8,197 clicks. Two recipes were posted on Facebook, with the Protein Ice Cream post leading the way, garnering 53 engagements. On Instagram, four giveaways were held, with the top post earning 94 engagements and 36 entries. In-store video ads ran in 132 stores, reaching an estimated 4 million shoppers.
Overall, the campaign generated 5.4 million campaign impressions and a 21% increase in unit sales across featured products. The campaign also led to more than 400,000 incremental pounds of milk sold.
Clear protein messaging, strong retailer collaboration, and engaging content made this dairy campaign successful. It proves that when we connect with consumers on wellness, taste, and convenience, dairy truly delivers!