As Earth Day nears, industry partners are ramping up their promotions around dairy’s sustainable nutrient benefits. Many activations will begin over the next couple of months, beginning with Coborn’s and Kum & Go, as Midwest Dairy continues to help shine a spotlight on farmers’ commitment to the planet and dairy’s unique nutritional benefits.
“Sustainability starts with us” campaign at Coborn’s Inc.
On March 1, Coborn’s, Cashwise, and Marketplace Foods began their local farm-featured dairy campaign centered around Earth Day, which will run through May 2022. This activation highlights the Spagenske family from Menahga, Minnesota, sharing their sustainability story on a landing page and the “What You Do #DairyDoesToo” videographic.
Dairy-friendly recipes, including baked French toast and potato cupcakes (with ingredients such as milk, yogurt, cheese, sour cream, and butter), will be shared via QR codes on aisle blade signage and cooler clings in-store. Coborn’s also convened with dairy vendors for product promotions through digital coupons. E-commerce online purchases are also promoted with banner ads reading “Buy local. Buy sustainable”. Other components include promoting the campaign through four social media platforms and weekly ad emails that reach more than 250,000 shoppers.
Reset yourself with dairy at Kum & Go
The “Reset Yourself with Dairy” theme is a perfect fit at Kum & Go convenience stores, targeting Gen Z consumers looking for immunity, calm, energy, and digestive health.
The first campaign, “Fuel Your Body with Milk,” began on March 1 and will run through April 2022. When shoppers purchase dairy milk, they can save $2.00 when purchasing Kum & Go’s freshly made items. Shoppers are targeted via in-app promotions, email, social media, and in-store signage.