Midwest Dairy was looking for a way to authentically connect consumers with dairy farmers’ stories – not only to show how hard they work each and every day to provide nutritious and delicious products but also to highlight these farmers’ commitments to health and wellness in their own communities.
To do this, Midwest Dairy and the Fuel Up to Play 60 program – which promotes active lifestyles fueled by proper nutrition – sponsored a team of dairy champions to run in the 40th Bank of America Chicago Marathon, and they tapped Bellmont Partners to execute an integrated social media campaign across Facebook, Instagram and Twitter highlighting two dairy farmers’ participation.
The Chicago Marathon was a unique opportunity to highlight the farmers’ commitments to health and wellness that’s woven into and fueled by their life on the farm, and this initiative allowed consumers to follow along as the farmers trained for the race. Using blogs, videos, “takeovers” and real-time stories, we followed Andrew and Jennifer Holle as they trained for the race in their home town of Mandan, ND. 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 who want to live a more healthy and active lifestyle, including recipes to demonstrate how dairy can play a role.
At the marathon, Bellmont Partners followed the husband-and-wife duo as they ran the 26.2-mile course, mapping their journey in real-time on Midwest Dairy’s social media platforms, as well as chronicling their final weeks of training through a series of blog posts, videos, social media posts and media relations. The campaign was a brand-new approach for Midwest Dairy, different from anything they had done in the past to reach and connect authentically with a broader consumer audience, and the engagement and feedback showed how much it resonated.
As a long-standing partner of Midwest Dairy, we’re proud to accept this award on behalf of our work and theirs, promoting the healthy living values both our organizations are passionate about. Thanks to the Ag Relations council for the recognition, and congratulations to the other winners!
Watch some highlights from the Holles’ journey and this award-winning campaign!