DairyPure and TruMoo help share the goodness
Go-To-Market Strategy / Engagement Platforms
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No one should go hungry – especially during the holidays. So, we created a partnership to help fight hunger and grow sales during the peak dairy season.
The Challenge
During the holidays, sales of milk surge. To help Dean Foods gain a higher share of this category upswing, we needed to get the millennial mom to choose DairyPure and TruMoo. While she’s often on auto-pilot during this busy season, we wanted to help her realize that she shouldn’t take her milk choice—or the fortunes of others—for granted.
The Idea
With 41 million people living in hunger today, including 13 million children, everyone needs to work together to help those in need. We brought Dean Foods’ national brands (DairyPure and TruMoo) together with Feeding America and support an important cause during the holidays—fighting hunger. We called this partnered campaign “Share the Goodness."
The Results
With at-shelf communications and promotional packaging, Dean Foods let shoppers join in on the cause by donating meals for every DairyPure or TruMoo purchase. Plus, Shopkick users earned bonus “kicks” for their generosity, and could even donate their kicks directly to Feeding America. The program generated a half million meals for the hungry plus solid sales lifts for Dean Foods.