During the November and December holiday season, Midwest Dairy partnered with Chicory and Instacart on a multi-channel marketing approach to drive demand for dairy products across the 10-state region.
Midwest Dairy understands the importance of staying top of mind with consumers by using recipes to encourage them to add dairy products to their shopping carts and increase their dairy purchases. Featured products during this campaign included milk, sour cream, butter, cream, cheese, and yogurt. Both vendors used similar creative strategies, ensuring the recognized promotion whether shopping online or searching for new recipes.
Chicory, a third-party digital vendor, drives boosts sales through recipe inspiration. Online recipe use has surged, with 91 percent of shoppers regularly using them. Shoppers see product ads by keyword, category, or usage occasions while browsing recipes. Clicking on an ad for butter, cheese, or yogurt directs them to Instacart, where they can add ingredients to their online cart. These campaigns have driven over 45 million incremental pounds of milk in the Midwest Dairy Region, with milk, lactose-free milk, and cheese being the top performers.
The success of these campaigns demonstrates the value of digital marketing in driving incremental dairy sales. Holidays are a peak time for dairy consumption, and these campaigns met consumers where they were in their shopping journey to boost sales through recipes and shoppable dairy content ads on their digital devices.