In January, Midwest Dairy collaborated with vendors, retailers, and partners to promote the protein and health benefits of dairy, aiming to drive incremental sales. This strategy included a partnership with Jewel-Osco’s parent company, Albertsons, and its retail media division. Jewel-Osco operates 188 stores across Illinois, Iowa, and portions of Indiana.
In January, Albertsons Media Collective ran display ads through on-site and off-site media. The ads appeared on Jewel’s website (on-site) as consumers shopped online, as well as on external websites (off-site), to drive traffic to Jewelosco.com. Once on the Jewel website, shoppers landed on a custom landing page featuring value-added milk, cottage cheese, and yogurt. Campaign highlights included over 3 million impressions and a return on ad spend (ROAS) of $25.15. Over 500,000 incremental pounds of milk were sold.
Another key result from this campaign came from sales driven by lapsed buyers. Albertsons defines a lapsed buyer as someone who had previously purchased from the category but had not done so in the most recent 52 weeks until they saw the campaign media. Once they saw the media, they ended up purchasing at least one item from the SKU list. SKU stands for Stock Keeping Unit. It is a unique identifier for each distinct product and service that can be purchased. During the campaign period, 21.7% of purchases came from lapsed shoppers. This exceeds the benchmark of 7.4% and helps drive incremental category growth.