In 2025, Midwest Dairy leaned into celebrating key moments with retail partners throughout the 10-state region. Backed by consumer insights and research, these key moments focused on dairy protein, lactose-free, celebrating local, and back-to-school/tailgating.
key moment 1
DAIRY STRONG
Research indicates that across generations – Gen Z, Millennials, Gen X, and Boomers – protein ranks as the number one important nutrient for health and wellness. 81% of consumers agree that “dairy is a good source of protein”. Midwest Dairy worked with digital partners like Chicory and Instacart, as well as retailers such as Jewel Osco, Schnucks, and Fareway, to promote “Dairy Strong”, which positioned dairy as a perfect solution for consumers seeking to add or maintain protein in their diets.
Learn how Chicory, a third-party vendor, paired dairy protein messaging and digital recipe innovation, resulting in over 3 million incremental pounds of milk sold.
key moment 2
LOSE THE LACTOSE, NOT THE TASTE
About one‑third of consumers in the Midwest Dairy region say they have some form of dairy intolerance, sensitivity, or allergy, and more than half of moms don’t believe lactose‑free milk counts as real milk. Together, these findings point to a strong opportunity to clarify misconceptions and drive growth in lactose‑free dairy.
Discover how Midwest Dairy and The Dairy Alliance launched a five-week pilot program in Chicago and St. Louis to raise awareness about low- and lactose-free dairy and to grow sales, with campaign messaging reaching consumers approximately 4.5 million times.
key moment 3
LOVE DAIRY. LOVE LOCAL.
Research shows that 51% say locally sourced foods are important, and 48% of consumers say “I would purchase more dairy if a local farm begins supplying dairy products to my usual store”. To promote that dairy is locally produced, Midwest Dairy worked with 14 retailers to connect with consumers through organic and paid social media, email blasts, banner ads, in-store ads, coupons, and more.
See how this campaign came to life during National Dairy Month at retailers such as Hen House, Dierbergs, Fareway, Coborn’s, and others, who highlighted local dairy farm families, promoted delicious recipes, and moved nearly 6 million incremental pounds of milk.
key moment 4
BACK TO SCHOOL AND TAILGATING
As summer ends, parents and sports fans are looking for quick, easy, delicious, and nutritious snack options that are portable and affordable. Research shows that snacking is on the rise, and dairy products like string cheese, single-serve dairy beverages, and shredded, sliced, and cubed cheese are the perfect solutions to meet consumer needs. Cross-promotions with complementary products, such as chips for cheesy dips or crunchy granola for yogurt, further strengthened this key moment.
Check out how dairy was the MVP during this key moment campaign, including how 1.5 million incremental pounds of milk were sold across nearly 900 stores through our partnership with Neptune Retail Solutions.
