Moosylvania | The Great State of Design

Dean Foods: Targeting Moms Through Family Wellness

Challenge

Maximize impact of regional Dean Foods dairy brands by creating a national campaign that extends to local dairies across the U.S.

Insight

When it comes to the purchase decisions of our target consumer, personal wellness is a key factor – especially during the first months of the year. These consumers look to the brands they know and trust to take care of them (and their families).

Results

Impact of this campaign, which included integrated promotions, advertising and digital components, reached across the U.S., to more than 134 million consumers.

Solution

Developed a wide-reaching, wellness-focused program that could be customized to promote over 30 different Dean Foods dairy brands in key markets.

Full Details

Advertising
The “Start Right – End Right” campaign was launched at the first of the year through a series of in-store advertising materials and strategic FSI placements. Each execution adopted the logo and branding of a different regional dairy – creating a message that consumers could recognize and trust.

Promotions
A large-scale sweepstakes offer reinforced the message of family wellness and added weight to the campaign by offering the chance to win money for a kitchen makeover and home theater. Specially marked milk caps provided the perfect delivery mechanism for entry codes – which drove repeat purchase of Dean Foods dairy brands. Over 250,000 entries were received.

Digital
This campaign and the national sweepstakes were activated online through a promotional website – and was ranked in the top five most-trafficked sweepstakes sites by Media Post in January 2009. The site was tailored to each user who logged on, tracking their zip code and adding the logo of their local dairy for a highly targeted brand message.

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