This past January, Schnucks Markets relaunched its shopper marketing program, “Fuel Your Best Self,” with a focus on transforming Schnucks into a healthy food destination for shoppers. Consumer research revealed that shoppers are looking for more protein in their diets, so the campaign focused on yogurt and vendor promotions supporting cottage cheese.
Midwest Dairy supported this multifaceted campaign spanning in-store promotions, Schnucks digital channels (including offsite retail media), recipe sponsorship, print ads, Gatherings Magazine, and social media.
Off-site ads promoted weekly vendor promotions. Each ad focused on a specific in-store yogurt deal funded by the vendor. This strategy was based on previous findings showing that showcasing store promotions increases click-through rates.
Simply Schnucks magazine featured protein-rich Greek yogurt as a delicious complement to a Turkey and Caprese Melt. In-store shelf cards highlighted the 2x points on Schnucks Greek yogurt. An email blast emphasized the same 2x points offer on Schnucks Greek yogurt.
This campaign resulted in an 8.1% increase in customer visits during the four-week period and generated over 346,000 incremental pounds of milk sales. It also delivered over 2.3 million impressions and a return on ad spend (ROAS) of $4.49, which aligns with Schnucks’ benchmark range of $3-$5. During the four weeks of the promotion, total yogurt sales experienced an average increase of 29%.
Midwest Dairy will again partner with Schnucks in June to support National Dairy Month.