Midwest Dairy at the Chicago Marathon

Midwest Dairy was looking for a way to authentically connect consumers with dairy farmers’ — not only to show how hard they work each and every day to provide nutritious and delicious dairy products that we consume, but also to highlight their personal journeys of health and wellness in their own communities.

To do this, Midwest Dairy and the Fuel Up to Play 60 program sponsored a team to run in the 40th Bank of America Chicago Marathon and they tapped Bellmont Partners to execute an integrated social media content series highlighting two dairy farmers’ participation in the marathon.

Using blogs, videos, “takeovers” and real-time stories, the team followed dairy farmers Andrew and Jennifer Holle as they trained for the race. During the two-month campaign, Bellmont Partners gave followers a behind-the-scenes look at how the Holles’ busy family is able to make health and wellness a priority, as well as provided tips and inspiration to others.

Bellmont Partners worked with a professional video crew to plan, write and direct the three videos to share the Holles’ story, as well as a series of video teasers to encourage people to follow along on their journey.

Bellmont Partners flew to Chicago to capture content in real-time at the event. Following a detailed itinerary, Bellmont Partners was able to coordinate a team of more than a dozen social media photographers and videographers to track everyone’s whereabouts and capture the unique elements of the story throughout the city of Chicago.