Research shows that 91 percent of consumers use online recipes as their primary source of meal inspiration. Online platforms like Pinterest, which provide quick and easy access to recipes, encourage consumers to explore new dishes. In fact, 86 percent of consumers have been inspired by online recipes to try new meals, and 80 percent have purchased new ingredients as a result. Understanding these trends, Midwest Dairy is working with partners to develop new dairy-inspired recipes. Keep reading to see how our partners promote recipes and dairy ingredients to their shoppers.
Price Chopper
Midwest Dairy partnered with Price Chopper Enterprises to drive sales and trust in dairy products using fall-inspired recipes. Data analysis revealed that Price Chopper could use recipes to boost incremental cheese sales. Price Chopper is a nationally recognized grocer with 52 stores across the Greater Kansas City Metro area.
In late October, Price Chopper developed three recipes and shared them through their weekly email ad promoting corresponding dairy products. These recipes were also shared on Facebook and Instagram. All digital platforms directed shoppers to Price Chopper’s website, where they could view the recipe details and add ingredients directly to their digital cart. The three recipes highlighted were the 5-Ingredient Pepperoni Lasagna Stacks Recipe, Cheesy Mushroom Jalapeno Poppers Recipe, and Gruyere & Pea Cheesy Potato Casserole Recipe.
The recipes featured natural cheeses, cottage cheese, Greek yogurt, butter, and cream cheese, driving over 380,000 incremental pounds of milk. The print ad, social posts, and email blast reached over 1,000,000 consumers.
Cub Foods
In August, Midwest Dairy partnered with Cub Foods to bring the nostalgic flavors of the State Fair to families throughout the region. The campaign showcased essential staples like fresh milk, cheese, and butter, encouraging families to recreate the Fair experience from the comfort of their own homes. It featured dairy-based recipes, including Cheesy Bacon Poutine, Butter Toffee Popcorn, Roast Beef and Provolone Sandwiches, and Creamy Roasted Red Pepper Soup.
These recipes were promoted through engaging marketing efforts to reach consumers both in-store and online. This multi-channel engagement strategy included weekly social media posts and email advertisements featuring easy recipes with direct links to the “Shop Now” option on the Cub Foods website. Digital banners highlighting local dairy farmers and Cub Foods recipes were featured in People and Southern Living magazines, reaching over 120 million monthly viewers. Aisle blade signage on fresh milk cooler doors also reminded shoppers to add dairy products to their carts.
The campaign reached nearly one million online consumers. While it fell short of projected incremental milk sales, the campaign delivered notable success in other key areas. Promoted dairy categories showed significantly reduced negative sales trends, mitigating the impact of inflation and higher prices. This campaign delighted consumers by showcasing the versatility and value of fresh dairy products. It also reinforced the essential role of milk, cheese, and butter in everyday meals.
In September, Midwest Dairy teamed up with Cub Foods again to spotlight the many ways dairy can enhance every meal of the day. The partnership came to life in Cub Foods Fall Magazine, which featured creative and trendy recipes that elevated dairy. The Milk and Cereal Remix was a standout creation, transforming a breakfast staple into a versatile treat. The campaign highlighted four innovative milk-based recipes: Cereal Milk Panna Cotta, Fried Ice Cream Bars, Milk & Cereal Bars, and Strawberry Milkshake with Frosted Flakes Whipped Cream. As part of the fall festivities, Midwest Dairy also collaborated with Cub Foods on an additional two-page Creamy Double Cheddar Mac & Cheese recipe spotlight. This activation extended the success of the dairy-forward campaign with additional digital and social media promotions.
In addition to the magazine’s four-page spread, these delicious recipes reached a broader audience through a strong digital campaign. This campaign included social media posts on Facebook and Instagram, Cub Foods’ digital weekly ad circular, solo email banners, and sneak-peek email campaigns.
The campaign successfully connected with a wide audience, reaching over one million viewers and generating an impressive 1.6 million total views. Although milk, cheese, and butter volume sales have declined compared to last year, the rate of decline is slowing. Incremental pounds of milk sales show promising improvement, narrowing the gap toward growth. Midwest Dairy’s collaboration with Cub Foods underscores the power of dairy to inspire creativity and drive engagement, proving that dairy truly shines across meals and moments.