A Legen-Dairy Celebration For National Chocolate Milk Day
THE ASK
Build brand love and drive sales of Kroger Brand Chocolate Milk.
STRATEGY
People who love chocolate milk REALLY love chocolate milk. So, we made some pour decisions and seized the dairy, identifying National Chocolate Milk Day on September 27 as the perfect opportunity to moooo-ve the needle on Kroger Brand Chocolate Milk sales.
EXECUTION
Through udderly delicious in-store and online activations, we invited customers to pour their bliss and put their hooves up for Kroger Brand Chocolate Milk. The celebration was legen-dairy, including tasting events, partnerships with Starbucks and a local brewery, our first-ever apparel line, organic and influencer content, and more.
Full details regarding our 360 extensions can be found below our results.
Campaign Results
Suffice it to say that we milked this campaign for all it was worth. In fact, over the two-week “Pour Your Bliss” campaign, we sold 244k gallons of Kroger Brand Chocolate Milk.
If you’re wondering what 244k gallons of chocolate milk looks like, just picture enough chocolate milk to:
• Fill 61 tanker trucks (that’s chocolate milk on the moooo-ve).
• Fill 5k bathtubs to the brim (talk about indulging in a bath).
• Fill 163k wine bottles (what a sweet mouthfeel).
• Fill 450k water balloons (imagine the messiest water balloon fight ever).
• Fill 39k standard beer kegs (now that would be an epic party).
So, yeah, what we’re saying is…we sold A LOT of Kroger Brand Chocolate Milk!
Chocolate Milk Isn’t Just For Kids
Kroger expanded Chocolate Milk’s reach beyond dairy and into the adult beverage aisle by offering Rhinegeist’s Chocolate Moose, Chocolate Milk Stout Beer.
This offering was the perfect twist on a classic favorite! Beer and Chocolate Milk fans could find six-packs and on draft at participating “KroBar” (Kroger Bar) locations. This limited-edition beer was sampled for chocolate milk lovers in 13 Kroger stores and available at all major Rhinegeist retailers in Cincinnati, Northern Kentucky, Dayton and Columbus.
We Launched Kroger’s 1st Custom Apparel Line
If you’re going to sell a chocolate milk clothing line, you’ve to go to the source. So, we collaborated with “The Dairy Farmers of America” to identify a local Cincinnati farm (that provides Kroger with fresh milk) to partner with for an apparel photoshoot.
Huge shout out to the “Narwold Dairy Farm” in Batesville, Indiana.
We Launched Kroger’s 1st In-Store Starbucks Partnership
We offered exclusive chocolate milk themed beverages, each hand crafted using Kroger Brand milk.
We Drove Anticipation & Demand Through Organic & Influencer Content
We Also Delighted E-Commerce Shoppers
With the campaign driving increased traffic to Kroger.com, we wanted to reward shoppers with charming easter eggs highlighting the celebratory day. So, we updated our product pages with custom, over-indulgent imagery and fantastical stories for every size (gallon, half gallon, quart & pint) telling the timeless love story of milk and chocolate.
“The PDA (Pint-Sized Display of Affection)”
Chocolate lived a solitary life, rich and intense but often misunderstood. One day, while resting in a mixing bowl, Chocolate caught sight of Milk…smooth, creamy and pint-sized. Intrigued by Milk's gentle nature and diminutive figure, Chocolate called out a greeting. Milk, drawn to Chocolate's deep, complex aroma, paused and smiled warmly.
As they began to chat, Chocolate and Milk realized they had much in common - both brought joy to people's lives, yet felt incomplete on their own. They started spending more time together, their conversations flowing as easily as Milk itself. With each meeting, they grew closer, their unique qualities complementing each other perfectly.
Then one day, they decided to hug it out. SPLASH! They got all mixed up, but in a good way. In that moment, Chocolate Milk was born - a perfect balance of richness, smoothness, warmth and refreshment. From that day forward, Chocolate and Milk remained inseparable, bringing smiles to faces everywhere as the beloved duo known as Chocolate Milk.
“I Wish I Knew How to Quart You”
Once upon a time, in the bustling aisles of a grocery store, Milk and Chocolate lived very separate lives. Milk, a humble and pure dairy product, was known for its nourishing qualities, while Chocolate, a decadent treat, was adored for its rich and indulgent flavor. They had little in common, but they were both udderly lonely…until Chocolate decided to make a moo-ve and introduce itself.
As their eyes met, there was an instant spark. Milk was captivated by Chocolate's sweetness, and Chocolate was enchanted by Milk's creamy texture and quart-sized frame. They couldn't resist the magnetic pull between them, and they realized that together, they could bring happiness to people's lives in a whole new way.
So they took a leap of faith, and their flavors intertwined deliciously. And just like that, a match was made in culinary heaven…a beautiful union, forever known as Chocolate Milk.
“Going Gaga for a Gallon”
In the heart of a bustling grocery store, there lived a gallon of Milk, which had always dreamed of finding a companion that would appreciate its wholesome nature.
One day, as Milk sat on the shelf, it noticed a bar of Chocolate wrapped in shiny foil, exuding an irresistible aroma. Chocolate had a reputation for being smooth, rich and udderly irresistible. Milk couldn't help but be drawn to Chocolate's charm, and suggested that they move in together. Chocolate agreed, excited about the open architecture of Milk’s ample gallon-sized container.
They found a cozy spot on the store shelf, where they could be together. Milk’s coolness and Chocolate's warmth blended perfectly, creating an enchanting harmony. They embraced their new life together, knowing that they were destined to create something extraordinary.
Milk and Chocolate then embarked on a journey to create the most delightful beverage the world had ever tasted. They experimented with different ratios, blending themselves in various ways until they achieved perfection. And Chocolate Milk was born.
Milk and Chocolate’s love story became legendary, and they were forever known as the couple who brought Chocolate Milk to the world.
