Consumers are consistently fascinated by mashups, making the collaboration for a marketing campaign between Kraft Heinz and Dean Foods a clever strategy. Both brands resonate with younger audiences, and by launching an aggressive social media push for the Pure Love campaign, they could encourage Kraft Macaroni & Cheese fans to reconsider the type of milk they use in their beloved dish. Retailers appreciate this form of cross-promotion, as it draws attention to both brands and boosts sales of the lesser-known product — in this case, Dairy Pure Milk, potentially paving the way for future sales. Additionally, it generates excitement around both products, and eye-catching signage can enhance the shopping experience. It’s no surprise that companies continue to partner up; for instance, Yum Brands’ Taco Bell has introduced shells made from Doritos, while Kellogg has created vanilla latte Dunkin Donuts-flavored Pop-Tarts after last year’s Special K Crustless Quiche. Mondelez recently launched a Peeps-flavored Oreo as well.
DairyPure stands out as the nation’s first and largest national fresh white milk brand, providing consumers with cold-shipped milk sourced from local dairies, though it’s a product that may not be on everyone’s radar. Both companies take pride in delivering quality, great-tasting products for families, creating a strategic growth opportunity for both. Although studies yield mixed results regarding the long-term effects of such partnerships, a compelling visual or catchy jingle could effectively connect these brands for an extended period. Additionally, with the emphasis on calcium and vitamin D in products like Costco’s calcium citrate with vitamin D, this collaboration could also promote healthier choices among consumers, further integrating Dairy Pure Milk into their diets and encouraging them to consider it as a staple alongside Kraft Macaroni & Cheese.