According to the Hartman Group, protein ranks number one across generations in nutrient importance. Midwest Dairy research has found that 86% of consumers over the age of 18 say dairy is healthy, and 81% recognize it as a good source of protein. Midwest Dairy continues to prioritize retailer collaborations that emphasize dairy’s protein benefits.
Price Chopper
In January, Midwest Dairy partnered with Kansas City-based Price Chopper to highlight how dairy offers an easy and affordable way to boost protein in family meals and snacks.
Using previously developed Midwest Dairy materials, Price Chopper showcased the protein content of popular dairy products and shared a recipe for High-Protein Pickle Dip through an email link. The campaign utilized multiple digital tactics, including email, Facebook, and Pinterest. Through these efforts, nearly 200,000 consumers were reached, resulting in 194,000 incremental pounds of milk sold.
Fareway
Every January, families reset, and they focus on eating better, adding protein, and making healthier choices. This year, Midwest Dairy made sure dairy was part of that choice at Fareway.
Fareway’s January month-long protein ad campaign strategically aligned dairy with this heightened protein focus. On social media, including Facebook and Instagram, Fareway’s Dietitian specifically highlighted dairy’s protein benefits, reinforcing its role as an affordable, high-quality protein source. Homepage features, high-protein recipe inspiration, and weekly email ads reached more than 703,000 shoppers – paired with Fareway’s vendor-selected promoted dairy products – positioned dairy as a relevant solution for new year health goals.
Expanded homepage, sales page, email, and protein search result visibility placements through Fareway’s e-commerce media partner generated an additional 463,000 views.
This one-month campaign delivered 550,218 incremental pounds of milk sold. By aligning consumer protein motivation with dairy’s established health credentials, this activation successfully converted intent into sales in-store and online.