Midwest Dairy launched this year’s partnership with the University of Minnesota at the annual Goldy’s Run 5K and 10-mile race. Checkoff has found college campus activations to be key when growing trust with adult Generation Z (Gen Z). By partnering with Goldy’s Run, Midwest Dairy connects with consumers interested in fitness and nutrition. The race begins outside Huntington Bank Stadium in Minneapolis and ends inside the stadium. Over 5,500 participants registered for the race, with runners also bringing spectators and family to cheer them on.
Despite chilly temperatures and morning rain, runners couldn’t be stopped. Hundreds of participants lined up to interact with Midwest Dairy’s Undeniably Dairy booth, where they played Plinko and learned cow care facts. Cow comfort ranks high as a concern for adult Gen Z supporters, so this beneficial trivia brought about meaningful conversations between consumers and dairy ambassadors who helped dispel myths.
The tent and swag designs are based on the national #TeamMilk campaign MilkPep, and Dairy Management Inc. supported this year. Hundreds of racers and their supporters came through the Midwest Dairy booth to dry off with a “You’re Gonna Need Milk for That” towel and cheer on fellow runners with cowbells.