As consumer habits evolve, Midwest Dairy is embracing new digital strategies to keep dairy relevant to teens and young adults. There are more than 213 million gamers in the U.S. spending an average of 11.8 hours per week gaming. Midwest Dairy is tapping into this dynamic channel to build trust, boost visibility, and drive sales through two targeted campaigns launching in June 2025.
The first campaign targeted hard-to-reach teens, who primarily engage with content through YouTube and mobile games, rather than traditional media. Digital ad placements aimed to build trust and positive sentiment around dairy by addressing a key Gen Z concern: animal care.
By highlighting how cows are treated and where food comes from, the campaign helps teens form a deeper connection with dairy and builds long-term consumer trust.
The second campaign targeted tech-savvy young adults who shop online and value convenience. Through in-game ads and YouTube content, the campaign promotes dairy as a protein-packed, delicious fuel for gamers. The call-to-action drives users to purchase through Instacart’s dairy page, linking inspiration to instant access. This audience may be aging out of school lunch programs, but is still forming brand preferences, making now the perfect time to reinforce dairy as part of their on-the-go lifestyle.
Both campaigns include post-reporting to evaluate success through impressions, engagement, message lift, and purchase lift via Instacart. This ensures that Midwest Dairy reaches digital audiences in a strategic, results-driven way.
By appearing in the media spaces that young consumers and Gen Z already frequent, dairy is unlocking new opportunities to build trust with teens and drive dairy sales among young adults. This effort is a smart, forward-thinking investment in dairy’s future, helping farmers stay connected with the next generation through platforms where attention is high and brand impressions matter most.