In an era when shoppers are increasingly seeking authentic connections with the brands and products they buy, Piggly Wiggly Midwest and Dairy Farmers of Wisconsin take an unconventional approach to June Dairy Month, bringing real Wisconsin dairy farmer stories into stores through humor, personality and hometown pride.
This June Dairy Month, the two organizations have transformed the dairy aisle into an immersive, personality-driven experience unlike anything currently happening in grocery retail. Through Born to Dairy, larger-than-life Wisconsin dairy farmer personas inspired by real farmers aim to entertain shoppers, spark conversation and create meaningful connections between consumers and the people behind their favorite dairy products.
At the center of the experience is Zoey Brooks Nelson, a sixth-generation dairy farmer, mother and former Alice in Dairyland, who serves as the face of the Dairy Proud Hometown Piggly Wiggly Farmer persona.
“Our family works hard every day to produce high-quality milk, and we’re proud to see Wisconsin dairy products enjoyed by families across the state,” said Brooks Nelson. “What’s special about this campaign is that it allows shoppers to connect with the people behind those products in a way that’s genuine, fun and uniquely Wisconsin.”
Throughout the store, she encourages shoppers to “meet her friends,” a cast of farmer characters who share relatable messages celebrating Wisconsin dairy. Additional personalities are the Udderly Stunning Dairyland Darling, who reminds shoppers, “Honestly, I’m just here to spread a little joy,” the Forever Red, Curd Fed Badger Backer, who exclaims, “Build me up Buttercup – starts with fresh milk,” and the Green Blooded 4-H Go Getter, who proudly notes, “I know a thing or two about winning. So does Wisconsin Cheese.”
The campaign reflects a different approach to retail storytelling, extending far beyond the dairy case through influencer-created recipes featuring Kyla Marie Charles, social and digital storytelling, radio and video content, and fan-favorite collaborations with comedian Charlie Berens, whose Born to Dairy videos have generated millions of views, including one featuring a cameo from Mr. Pig.
“Most retail marketing asks shoppers to notice products. We wanted them to notice people,” said Suzanne Fanning, Chief Marketing Officer for Dairy Farmers of Wisconsin. “Born to Dairy proves that when you combine authentic farmer stories with humor, personality and a seamless omnichannel experience, you create something far more powerful than a promotion, you create connection.”
Every touchpoint reinforces an important message: when consumers choose Wisconsin dairy at Piggly Wiggly Midwest, they support Wisconsin farm families. The grand reopening of Piggly Wiggly’s Bay View store saw a 200% overall sales increase compared to the same weekend last year, demonstrating strong shopper enthusiasm and momentum for the partnership.
To learn more, visit BornToDairy.com or follow Dairy Farmers of Wisconsin on Facebook.
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