Dairy farmers have a long history of environmental stewardship. It is important to share this story with consumers because research shows that in 2020, 70% of adults made purchase decisions based on sustainability at least some of the time. This presents an opportunity to showcase dairy farmers’ commitment to the land, animals and communities while driving dairy sales.
As communities across the globe celebrated Earth Day on April 22, Midwest Dairy shared in the celebration by building dairy demand at retail through campaigns with Coborn’s, Cub and Dierbergs that demonstrated how dairy products are sustainably produced.
- In our fourth year of partnership with Minnesota-based retailer Coborn’s, Midwest Dairy worked alongside this retailer on an integrated “Shop Green” campaign that highlighted dairy’s sustainability story across 52 stores. The campaign included a gas station “at-the-pump” commercial at 27 Little Duke’s gas stations, social media activations, three e-commerce banners on consumer and partner-facing websites and temporary price reductions on dairy food items.
- With Missouri-based retailer Dierbergs, which has 25 stores in our region, Midwest Dairy partnered to share sustainability messages both online and in-store that will generate more than one million impressions. The campaign consisted of an updated website landing page on Dierbergs.com, social media content on Facebook and Instagram, in-store sustainability videos and in-store signage with dairy sustainability messages.
- Minnesota-based Cub Foods joined in the Earth Day celebration with social media outreach focused on sharing sustainability facts about dairy in an interactive way with a “Fresh Facts” campaign. This opportunity with Cub Foods is helping Midwest Dairy reach consumers across 81 stores throughout Minnesota.
While results for these activations will not be available until later this summer, they allow us to share dairy’s environmental stewardship story at a critical decision-making moment for consumers – the point of sale – and drive sales with today’s consumers who are increasingly looking for food options that are good for them and also good for the planet.