This spring, Midwest Dairy renewed its outreach to Gen Z college students through a partnership with Main Hill Media, a student-run advertising agency at the University of Arkansas in Fayetteville. From February through May, the campaign maintained a steady stream of student-focused content to keep dairy top of mind in everyday college life.
The campaign’s messaging aligned with Gen Z values, particularly authenticity and transparency. Content reflected student lifestyles and routines, incorporating timely themes such as coffee breaks, March Madness, and finals week to reinforce dairy’s presence in students’ lives.
A key element was the collaboration with five student influencers who created monthly content for TikTok and Instagram. Their posts leaned into trending topics, personal storytelling, and casual, relatable dairy consumption. With a peer following aged 18–24, these student creators delivered dairy messages in a voice that resonated.
Dairy’s presence extended beyond social media through targeted campus media placements. Full-page ads ran monthly in The Traveler, the student newspaper, supported by banner ads and sponsored posts in the university’s student e-newsletter. Dairy was also featured in The Hill, a student produced magazine, offering even more visibility in both print and digital formats.
To celebrate Earth Month in April, Midwest Dairy introduced a sustainability-themed Instagram activation. Influencers received a bingo card with eco-friendly challenges and shared their progress via Instagram stories. Participants received reusable Undeniably Dairy totes and water bottles, helping them engage their followers while promoting sustainable behaviors.
The spring campaign delivered 62,589 impressions and 1,528 engagements across all platforms. With 31,673 students enrolled, the campaign achieved strong visibility and reach both online and across campus. Midwest Dairy’s continued investment in student-led storytelling and campus engagement highlights its commitment to making dairy relevant and trusted among the next generation of consumers.