Midwest Dairy at Super Bowl LII

When Super Bowl LII descended upon Minnesota in 2018, Midwest Dairy turned to Bellmont Partners to develop, promote and support a high-profile activation at the Super Bowl Experience to feature the Fuel Up to Play 60 program, a longstanding partnership between the National Dairy Council and the NFL.

Leading up to the event, Bellmont Partners worked on this prominent, impactful project for our client, giving dairy farmers an unprecedented opportunity to share their stories with consumers. The main objective was to leverage this once-in-a-lifetime opportunity and give Minnesota dairy farmers the opportunity to engage with thousands of people and share the dairy community’s farm-to-table stories, as well as their commitment to youth wellness and dairy nutrition.

Coordinated Midwest Dairy’s Super Bowl Experience activation, from strategy, booth design, signage, development of a virtual reality game, dairy farmer volunteer and NFL player appearance coordination and training, as well as messaging, media relations and social media.

Developed a plan for the Skills and Drills Clinics to coordinate invitations, RSVPs, registration and waivers while serving as liaisons for participating schools and staffed the clinics with dairy farmers who talked to nearly 250 participants about the dairy industry’s commitment to youth health and leadership.

Conducted a robust media outreach campaign to highlight Midwest Dairy’s activation and to drive attendance and raise awareness for dairy farmers’ commitments to student health and wellness, generating 55 stories in consumer and trade media and attracting nearly 10,000 people to engage with dairy farmers at the booth.