In April of 2024, Midwest Dairy partnered with Kroger Precision Marketing (KPM) to drive incremental dairy sales and awareness of dairy through targeted offsite display ads. Offsite ads appear on websites consumers visit while browsing the internet. These ads are targeted based on the consumer’s home zip code. For this campaign, Midwest Dairy tested a new type of offsite ad that included a 30-second video. The video focused on Earth Day and sustainability practices, with a call to action encouraging consumers to “add dairy to their cart.” This promotion ran from April 8 through May 6.
Midwest Dairy specifically targeted Kroger stores in our region, including Dillons in Kansas, Bakers in Nebraska, Gerbes in Missouri, and Kroger Delta in Arkansas. Midwest Dairy also partnered with Dairy West and the United Dairy Industry of Michigan to share the sustainability videos in their Kroger zip codes.
KPM managed the campaign, focusing on top-performing milk, cheese, yogurt, butter, and cream products. The target audience included lapsed shoppers (those who used to purchase dairy but have not done so recently), category shoppers, dairy-free shoppers, and current dairy shoppers.
Following the campaign, 365,616 households purchased a promoted item. The campaign generated over 2.8 million impressions, with a clickthrough rate (those who clicked on the video) of .54 percent, exceeding the benchmark of .25 percent. The two-week return on ad spend was 50.34x, meaning for every dollar Midwest Dairy spent, there were over 50 dollars in sales as a direct result of the campaign. This campaign produced just under 300,000 incremental pounds of milk in the Midwest Dairy region. Midwest Dairy also executed an offsite static display ad for June and is looking at opportunities for the holiday season.