Moooving Milk To The Head of The Class

Client

Midwest Dairy

Challenge

With plant-based alternatives growing in popularity, dairy milk is facing some tough competition. Gen Z specifically has drifted from dairy due to health/sustainability perceptions. Midwest Dairy recently updated their nutrition research, which revealed some new information around the calming and stress-relieving effects of dairy. The primary goal with this project was to redefine dairy’s wellness benefits to drive sales and trust with Gen Z audiences and break through the clutter to reclaim dairy’s position in a healthy lifestyle.

Solution

We created a Traveling Dairy Market, which traveled to college campuses within the Minnesota State school system, handing out free dairy items as well as tote bags, stickers, milk frothers and a ‘zine focused on dairy facts and recipes. The activation also included a survey component with each survey resulting in a $10 donation to a local food pantry. This Traveling Dairy Market provided nutrition information as well, encouraging Gen Z to re-examine how dairy fits into their current diets and worldview.

Results

The Traveling Dairy Market hit five different schools, traveling over 550 miles while handing out over 1,500 samples of delicious dairy recipes. We had 443 responses to the survey with the following responses:

After visiting the dairy market, 74.5% of respondents were more likely to include a dairy product in their next meal.
64.5% of respondents had their perception of dairy farming changed for the better after visiting the market.
84.4% of respondents believe dairy farmers make products that are good for consumers and the environment.
77.2% of respondents believe farmers are committed to lowering their environmental impact.
84% of respondents consume dairy at least three to four times a week, if not more.