Midwest Dairy and Fareway Stores Inc. teamed up this past September to deliver a game-winning drive for dairy sales as we targeted fall tailgating activations. Focusing on popular dairy products like cheese, dips, cottage cheese, and butter, the campaign delivered the ultimate dairy experience to football fans.
With a playbook packed full of in-store, digital, and social media strategies, this activation supported hungry sports fans. This campaign featured four dynamic video ads that ran continuously across all Fareway locations, attracting an estimated 800,000 views—an impressive first step in raising dairy awareness. Targeted email banners and clickable content directed Fareway subscribers to dairy-rich recipes and streamlined online shopping for game-day favorites. A comprehensive email campaign engaged subscribers with dairy-centric recipes and convenient shopping links. Fareway shared six dairy recipe posts on Facebook, Instagram, and X (formerly Twitter), providing fans with meal ideas perfect for tailgating. Four Instagram contests further boosted engagement and increased the visibility of dairy products in users’ feeds.
This activation delivered growth across nearly every dairy category at Fareway. In September and October, over 1.2 million incremental pounds of milk were sold.
This fall, Fareway Stores Inc. relocated its corporate headquarters from Boone, IA, to Johnston, Iowa, as part of its ongoing growth and expansion into new states. The company currently operates 141 local grocery stores across seven Midwestern states: Iowa, Illinois, Kansas, Minnesota, Missouri, Nebraska, and South Dakota.