American Dairy Association

Dorm Room Dairy Magic

The Objective

As alternative dairy products continue to inch their way into the category, new research revealed a promising untapped audience for traditional dairy: Gen Z. To capitalize on this influential audience, Savor Recipes (in partnership with the American Dairy Association North East) set out to make an impact across college campuses by educating college students with easy-to-make dorm room recipes. Their objective was twofold: (1) promote awareness of its dairy-forward recipes, and (2) boost purchase and consumption of dairy products.

The Solution

To promote awareness of its dairy-forward recipes and boost purchase and consumption of dairy products, Savor turned to high impact rich media to make an impact with Gen Z across select college campuses. 

To break through their banner blindness, Savor leveraged interactive rich media ads to grab attention and drive awareness of their quick and easy dorm room recipes. A custom, eye-catching creative unit was developed to feature four different gif-like recipe videos housed in different tiles. When clicked, the tiled expanded to full-screen video to allow viewers to see the recipe come together from start to finish and gain some inspiration to whip up something in their dorm room. A “Get The Recipe” CTA drove students to the recipe on SavorRecipes.com.