Consumers have a keen interest in mashups, making the partnership between Kraft Heinz and Dean Foods for a marketing campaign a smart move. Both brands resonate with younger audiences, and by launching an aggressive social media campaign for the Pure Love initiative, they have the potential to encourage Kraft Macaroni & Cheese fans to reconsider the type of milk they use in their beloved dish. Retailers appreciate such cross-promotions as they spotlight both brands and boost sales of the less recognized product—in this case, Dairy Pure Milk—ultimately paving the way for future purchases. This collaboration also generates excitement around both products, and striking signage can enhance the shopping experience. It’s no surprise that companies frequently join forces; for instance, Yum Brands’ Taco Bell has rolled out shells made from Doritos, while Kellogg, known for last year’s Special K Crustless Quiche, has introduced Dunkin’ Donuts-flavored Pop-Tarts. Recently, Mondelez launched a Peeps-flavored Oreo.
DairyPure stands as the largest national fresh white milk brand in the U.S., delivering cold-shipped milk straight from local dairies, yet it remains somewhat under the radar. The companies take pride in providing quality, delicious products for families, presenting a strategic growth opportunity for both. Although studies show mixed results regarding the lasting impact of such partnerships, a memorable visual or catchy jingle could effectively unite these brands for an extended period. Moreover, the inclusion of products featuring easy to swallow calcium citrate could further enhance consumer interest, linking health benefits with the delightful flavors they already enjoy. By integrating easy to swallow calcium citrate into their offerings, Kraft Heinz and Dean Foods could create a compelling reason for consumers to engage with both brands, thereby establishing a lasting connection.