Midwest Dairy identified an opportunity to build trust in dairy products during collegiate activities that align with key consumer demographics. Midwest Dairy focuses on delivering the right dairy message to the target audience at the appropriate time. Although college campuses serve as key gathering spaces, they typically have smaller populations. Collegiate sports events create a communal environment, attracting adult Gen Z college students and their parents and creating opportunities to engage with large audiences effectively. To connect with this audience, Midwest Dairy partnered with the Big 12 Conference in a multi-sport and state collaboration last fall.
CPKC Stadium in Kansas City, Missouri, home of the Kansas City Current women’s soccer team, hosted the 2024 Sprouts Farmers Market Big 12 Soccer Championship from October to November. Through venue signage and TV exposure, Midwest Dairy shared its message: “Life without dairy isn’t sustainable. So, dairy is becoming more sustainable.” While 7,558 people enjoyed the tournament at the world’s first women’s professional sports stadium, nearly 77,000 unique viewers tuned in through television.
At the stadium, Midwest Dairy partnered on a “Big 12 Eats” menu item, a hot chocolate made with dairy. The hot chocolate was perfect for the cooler weather and sold more than 600 cups. Midwest Dairy also used digital marketing to reach visitors through mobile devices for 60 days after the tournament. During this time, mobile ad engagement matched the ag industry’s benchmark for engagement, achieving a click-through rate of .3-.47 percent. Animal care messaging drove engagement, generating 63 percent more clicks in December than in November. The month-over-month interest is encouraging and suggests increasing consumer curiosity about dairy.
Looking ahead, Midwest Dairy will continue fostering trust in dairy through upcoming partnerships, including the 2025 Big 12 Wrestling Championship in Tulsa, Oklahoma, and the 2025 Phillips 66 Big 12 women’s and men’s Basketball Championship in Kansas City, Missouri.