According to the 2024 Innova Trends Survey, one in four U.S. consumers reports always checking for specific ingredients on product packaging. Additionally, 40% of consumers worldwide identify protein as the most important ingredient. With that in mind, in January 2025, Midwest Dairy focused on campaigns with retail partners that highlighted the protein benefits of dairy, complementing the health and wellness resets many consumers pursue at the start of the new year.
Midwest Dairy partnered with Chicory, a third-party vendor, in January to enhance product sales and usage through digital recipe inspiration. The goal was to connect with consumers during their shopping journey by directing them to dairy-centric recipes that highlight protein-rich solutions.
Consumers searching for recipes with terms such as “protein-packed,” “healthy snacks,” or “yogurt” were directed to recipes featuring cottage cheese, milk (including lactose-free milk), and Greek yogurt. Walmart, Target, and Instacart were highlighted in the “Shop Now” section. All retailers experienced strong engagement, with click-through rates reaching the high end of Chicory’s benchmarks.
This activation with Chicory complemented other protein-themed retail events across the region, boosting awareness of dairy’s protein benefits and helping drive sales. The campaign generated nearly 5 million impressions and drove sales of over 3 million incremental pounds of milk across the 10-state region.