Midwest Dairy is currently running a campaign through Instacart that began on May 19 and will conclude at the end of 2026. The first phase of this campaign was focused on the creative theme “milk the benefits of real dairy” which was live through August 16. Shoppers discovered these ads on the Instacart platform through search and in-display ads, with display ads driving much of the return on ad spend at $104.
Initial results show very positive sales and trust metrics. Through August 16, there were over 3.4 million impressions, 111,000 clicks on ads, and over 1.87 million units sold for the cottage cheese, ice cream, milk, and yogurt categories. Milk drove the highest return and ice cream had the highest new-to-brand sales. Total attributed pounds of milk moved was 10.8 million and total incremental pounds of milk were 1.56 million!
Phase 2 of the campaign features the fall gatherings key moment theme and the final phase will focus on holiday themes. More results to come at the end of 2026 and into 2027.