In May, Midwest Dairy worked with Jewel-Osco to drive awareness of a limited time product and increase milk purchases. This activation focused on promoting Kemps new blue milk around May the 4th – a date important to Star Wars fans. Blue milk first appeared in Star Wars: Episode IV A New Hope, the first installment in the original Star Wars trilogy. The earliest use of the phrase, “May the 4th Be With You” dates back to 1978, one year after the release of this episode. Blue milk is also known as Bantha milk, a rich, blue-colored milk produced by female banthas in the Star Wars universe.
The dairy category manager at Jewel reached out to Midwest Dairy to support an in-store display contest along with digital and print marketing. The category manager then worked with his team to determine the promotional pricing and included brands. This campaign drove over 90,000 incremental pounds of milk. Jewel-Osco operates 188 stores throughout Illinois, Indiana, and Iowa.