Piggly Wiggly Midwest and Dairy Farmers of Wisconsin Revitalize Dairy Aisle

Piggly Wiggly Midwest, in collaboration with Dairy Farmers of Wisconsin, has launched an innovative campaign aimed at revitalizing the dairy aisle during June Dairy Month. The initiative, called 'Born to Dairy', brings the stories of real Wisconsin dairy farmers into the stores, aiming to create connections between consumers and the farmers behind their favorite products.

At the heart of this campaign is Zoey Brooks Nelson, a sixth-generation dairy farmer and former Alice in Dairyland. She serves as the face of the Dairy Proud Hometown Piggly Wiggly Farmer persona. Shoppers are encouraged to engage with a cast of farmer characters, each delivering messages that celebrate Wisconsin dairy heritage.

The campaign extends beyond traditional retail storytelling by incorporating various media, including influencer-created recipes with Kyla Marie Charles, social media content, and video collaborations with comedian Charlie Berens. These efforts have generated millions of views, significantly amplifying the campaign's reach.

Suzanne Fanning, Chief Marketing Officer for Dairy Farmers of Wisconsin, emphasized the campaign's focus on people rather than products. 'Born to Dairy' combines authentic farmer stories with humor and an omnichannel approach to create meaningful consumer connections.

The initiative has proven successful, as demonstrated by the grand reopening of Piggly Wiggly's Bay View store, which saw a 200% increase in sales compared to the same weekend the previous year. This uptick reflects strong consumer enthusiasm and momentum for the partnership between Piggly Wiggly Midwest and Dairy Farmers of Wisconsin.

Overall, the campaign underscores an important message: purchasing Wisconsin dairy products at Piggly Wiggly supports local farm families, creating a direct link between consumer choices and community sustainability.