In January 2024, Midwest Dairy partnered with Hen House Markets to increase dairy sales through recipe-driven marketing. Research shows consumers are eager to reset their diets at the beginning of the year by incorporating more protein and vegetables. With this insight, Hen House enlisted the help of a mother-daughter influencer duo to create a recipe that aligns with these goals. Hen House is part of Balls Food Stores, a Kansas City-based retailer with nine locations in the metro area.
The Bari Girls created a Cheesy Egg Casserole incorporating eggs, milk, cheese, kale, and sweet potatoes for a well-rounded dish that can be served for breakfast, lunch, or dinner. They also recommended pairing the dish with cottage cheese and berries for added protein.
The promotion included two weeks of Instagram and Facebook posts highlighting and linking to recipes. Additionally, three weeks of circular ads featured the promotion prominently on the front page during the first week (1/1/25 ad week). Throughout January, a slider was placed on the Hen House website, and two email blasts promoted the dairy campaign and linked to the recipes.