In early May, Midwest Dairy partnered with the St. Paul Saints as a presenting sponsor for a night of fun at the baseball game. The night’s theme, Sk8 Paul, aimed to attract skateboarding enthusiasts to CHS Field. This event specifically targeted Gen Z consumers through peer-to-peer contact with dairy ambassadors at the front gates and messaging throughout the game addressing cow comfort and care, an area of concern for this demographic.
Attended by nearly 6,500 fans, the game started with a first pitch by the 70th Princess Kay of the Milky Way, Emma Kuball, who later sat down for an interview with KFAN during the live broadcast of the game to discuss the passion dairy farmers have for their cattle. The announcer also interacted with fans throughout the night over the loudspeaker as he highlighted the things farmers do to care for their cows, such as modern technology practices, temperature control, and balanced diets.
Since the beginning of the season, the “Mud’s Dairy Area” concession stand has also featured messaging about sustainability to target adult Gen Z. Checkoff also plans to provide reusable cups at the park with this imagery and messaging later in the season.
