Dairy MAX continues to develop strategic partnerships that boost dairy sales, support dairy farm families and illustrate the many advantages of dairy foods to consumers. This successful initiative connects people to dairy through personalized marketing efforts at leading retailers and food service brands, ultimately driving demand and increasing consumption.
Dairy MAX has consistently increased dairy sales through grocery retail partnerships and campaigns, which historically garner a around $7 return-on-ad spend (ROAS) for every dollar we invest in the campaign—and that strategy continues to expand. Partnering with giants like Walmart, Dollar General and Instacart, Dairy MAX reaches consumers throughout their grocery planning and shopping journey—from app to email to storefront—to increase awareness of, purchases of and loyalty to dairy foods. These coordinated advertising campaigns ensure dairy’s taste, experience and nutrition advantages are communicated to a variety of audiences, from families looking for budget-friendly meal options to those focusing on specific dietary needs.
In August and September of 2024, retail campaigns emphasized the back-to-school and sports seasons, guiding families to make healthy choices with dairy foods while balancing a busy schedule. These campaigns targeting diverse audiences and topics, like dairy's healthfulness and deliciousness. Dollar General's campaign components earned an incremental return-on-ad-spend (iROAS) of $12.66, which measures sales that would not have happened without the ads in place. Walmart.com's activations earned an iROAS of $2.88. These retail campaigns showcase dairy’s integral inclusion in everyday life for families across America.
“We are committed to supporting our dairy farmers by connecting directly with families who value dairy’s nutrition, versatility and role in family traditions,” said Gretchen Crichton, senior director of sales and innovation at Dairy MAX. “Through these innovative partnerships, we’re reaching them at the right times and places, ensuring milk, cheese and yogurt remain a staple in households across the country.”
Beyond grocery retail, Dairy MAX, along with other state and regional dairy checkoffs, drove a 2 million incremental milk pound increase through a partnership with Marco’s Pizza in 2024. Featuring a special spicy Monterey Jack cheese blend, the partnership launched a limited-time “Fiery Flavors” menu. The specialty menu items—which included pizzas, Pizzolis, cheesy sticks and more—were developed in response to customer feedback for new menu offerings, as well as a spicy foods trend among Gen Z. With 1,150 participating locations, the promotion proved incredibly effective at increasing dairy sales through partners, using approximately 15,000 pounds of cheese in the first three weeks.
To further connect with Gen Z, Dairy MAX began working with Smoothie King in 2024, a favorite quick-service restaurant brand among young generations. Smoothie King incorporates dairy ingredients like whey protein, Greek yogurt and milk into 62% of its menu items, making it an ideal partner to defend dairy sales and improve the sentiment of dairy foods among teens and young adults. This partnership includes social media marketing focused on dairy’s advantages, in-app promotions of dairy-inclusive menu items and an added focus on developing more dairy-based smoothies—all positioning dairy as the perfect option for the healthy, active lifestyles of Smoothie King customers.
“We’re proud of these partnerships and the innovative ways we’re promoting dairy foods to families," said Crichton. “From strategic omnichannel activation to working with restaurant and retail leaders like Marco's Pizza, Smoothie King, Walmart and Dollar General, our goal is to ensure people recognize the value of dairy in their daily diets and continue to choose to put those dairy foods in their carts.”
