Midwest Dairy’s research reveals that about 31% of consumers and households in its region report an intolerance, sensitivity, or allergy to dairy. Adding to the challenge, MilkPEP data shows that 51% of moms don’t believe lactose-free milk is “real milk.” These insights revealed a clear opportunity to improve consumer understanding and boost lactose-free dairy sales.
To meet this need, Midwest Dairy launched a pilot campaign in Chicago and St. Louis, in partnership with The Dairy Alliance, a fellow regional dairy checkoff serving the Southeast. The campaign had two goals: to raise awareness and boost sales. The first phase focused on consumer education through targeted social media ads that drove traffic to a new website, lactosefreedairy.info. Messaging acknowledged that dairy can cause discomfort for some but highlighted low- and lactose-free options. Ads received more than three million views, with more than 37,000 users clicking through to the website. Once there, about 17,000 consumers engaged with the content, with the majority exploring lactose-free recipes. To further expand reach, Midwest Dairy partnered with social influencers to develop and share lactose-free recipes, connecting with 173,000 more consumers across the 10-state region.
The second phase of the campaign focused on retail activation through the “Lose the Lactose, Not the Taste” message, encouraging consumers to learn more or shop now. During the five-week campaign, Midwest Dairy drove an incremental 161,592 pounds of milk sold. For a growing category like lactose-free milk, this increase met expectations for the target audience. Analytics showed that campaign messaging reached consumers approximately 4.5 million times, with website referrals coming from major food and recipe platforms, including Delish.com, Food.com, ThePioneerWoman.com, and FoodNetwork.com.
This pilot reframed consumer perceptions about lactose-free milk and delivered a measurable impact on awareness and sales. It’s a strong example of how strategic marketing and collaboration can grow promising categories within the dairy industry.