Midwest Dairy and Cub Foods partnered on a timely campaign this past winter that demonstrates how the right message can connect with today’s consumers and bring dairy back into everyday routines.
Featured in Cub Foods’ winter magazine, the campaign positioned dairy as a simple, feel-good way to start the day, appealing to busy shoppers seeking nutritious, convenient options. Messaging highlighted protein and lactose-free choices, aligning with current health and wellness priorities.
At the center was DairyPure Milk 50, selected by Cub Foods to meet the needs of shoppers looking for real dairy without lactose discomfort – reinforcing dairy’s relevance across a wider range of lifestyles. Seasonal, health-focused recipes brought the campaign to life, offering practical, on-trend ideas that made it easy to incorporate high-quality protein and lactose-free dairy during peak wellness season.
The campaign reached consumers across multiple touchpoints, including a Cub Foods magazine feature, Facebook and Instagram ads, and digital banner ads with recipe and “shop now” links, supported by email and push notifications. In-store aisle blades drew consumers to the milk section.
This approach delivered strong performance:
- 1.39 million consumers reached (all channel deliveries)
- 838,509 impressions/opens (based on tracked opens/viewable impressions)
- 16,367 clicks driving shopper engagement
- 131,571 incremental pounds of milk sold
Digital tactics played a key role. Offsite banner ads drove the most tracked sales, while social and email campaigns exceeded industry benchmarks for engagements, showing that dairy messaging resonated with shoppers.
The campaign didn’t just connect with existing dairy buyers. Consumer insights show growing demand for high-protein and lactose-free options, and this effort successfully attracted new shoppers (including those who are lactose intolerant) into the dairy aisle.
This partnership demonstrates how aligning promotion with retail execution can deliver measurable results. By highlighting real dairy nutrition, taste, and versatility, and pairing it with relevant, seasonal inspiration, the campaign built trust, drove sales, and strengthened dairy’s role in today’s consumer lifestyle.