During the back-to-school season in August and September, Midwest Dairy partnered with several vendors to execute a multi-channel marketing strategy designed to increase demand for dairy products among the region’s top five partners. Midwest Dairy understands the importance of staying top-of-mind for consumers’ minds, encouraging them to not only include dairy in their shopping carts but also to purchase additional dairy products by utilizing recipes. The highlighted products during this campaign included milk, cheese, yogurt, and butter. All participating vendors used cohesive, creative promotional elements so that consumers could easily recognize the campaign, whether they were shopping in-store, online, or browsing the web for new recipes. Learn more about these vendors and see the campaign results below!
Chicory, a third-party digital vendor, drives increased sales through recipe inspiration. With 91 percent of shoppers regularly using online recipes, Chicory placed ads targeting keywords, recipe categories, and usage occasions. When consumers clicked on the ad to “shop milk (cheese, yogurt),” they were redirected to Instacart, where they could add ingredients to their online shopping cart. The campaign delivered 9 million impressions, generating over 12,000 clicks on ads with a clickthrough rate of .14 percent.
Neptune is also a third-party vendor that supports in-store signage across retailers in Midwest Dairy’s region. Data shows that 86 percent of grocery trips occur in physical stores, and 46 percent of in-store shoppers are inspired by displays and signs while shopping. During the back-to-school campaign, 686 featured back-to-school signages with top accounts by volume: Hy-Vee, Kroger, Jewel-Osco, Schnucks, and Cub Foods. Neptune also achieved 13 million impressions across online channels.
Instacart is an online service that connects customers with shoppers to deliver groceries from local retailers. Their ads received 3.2 million impressions and a $6.52 return on ad spend. Over 192,000 units of dairy products were sold.
Research indicates that consumers are more likely to shop for groceries in value outlets such as Walmart and Dollar General due to inflationary pressures. Therefore, the impact of sales for the entire Midwest Dairy region, including these outlets, resulted in 8 million incremental pounds of milk from August to September.
