In the Fall of 2023, Midwest Dairy partnered with Freddy’s Frozen Custard and Steakburgers to develop and promote a Grilled Cheese Steakburger paired with a Pumpkin Pie Concrete and Shake. These two exciting menu innovations were behind a limited-time offer promotion with Freddy’s, sponsored by Undeniably Dairy.
The Steakburger featured two pieces of buttered Texas toast, a steakburger patty, two slices of American cheese, two slices of Swiss cheese, and a creamy tomato spread. The taste is a comfort food throwback to grilled cheese and tomato soup. A Pumpkin Pie Concrete also brought favorite flavors of Fall in the form of pumpkin pie combined with Freddy’s Frozen custard. Freddy’s Frozen Custard and Steakburgers is a Tulsa, Oklahoma-based quick service restaurant company with over 500 locations in 38 U.S. states.
The campaign ran from September 1 to October 31, 2023, and Midwest Dairy provided promotional support through digital and printed ads, in-store point of purchase, email campaigns, social media ads, and influencer engagement. In addition, the campaign ran as a featured product on the Freddy’s Rewards app. The campaign resulted in the best-performing new product launch and limited-time offer of the year. The campaign’s total reach was 1.5 million people, and the total incremental dairy volume was 2.2 million pounds. The media exposure and customer feedback were particularly strong for the Grilled Cheese Steakburger as it was the single best-selling item of any promotion cycle for 2023.