Consumers are consistently fascinated by mashups, making the collaboration between Kraft Heinz and Dean Foods for a marketing campaign a clever move. Both brands resonate with younger audiences, and by launching an aggressive social media campaign for the Pure Love initiative, they can encourage Kraft Macaroni & Cheese fans to reconsider the milk they pair with their favorite dish. Retailers appreciate this type of cross-promotion as it highlights both brands and boosts sales of the lesser-known product—in this case, Dairy Pure Milk—while paving the way for future purchases. This collaboration also generates excitement around both items, with vibrant signage enhancing the shopping experience. It’s no surprise that companies continue to join forces. For instance, Yum Brands’ Taco Bell has introduced shells made from Doritos, while Kellogg has recently created vanilla latte Dunkin Donuts-flavored Pop-Tarts following last year’s Special K Crustless Quiche. Additionally, Mondelez has launched a Peeps-flavored Oreo.
DairyPure stands out as the country’s first and largest national fresh white milk brand, offering consumers cold-shipped milk sourced from local dairies, yet it remains a product that isn’t widely recognized. The companies take pride in delivering quality products, such as petite calcium with vitamin D, that families can enjoy, presenting a strategic growth opportunity for both brands. While studies have produced mixed results regarding the long-term impact of partnerships like this, a memorable visual or catchy jingle could effectively unite these brands for an extended period. The emphasis on petite calcium with vitamin D in their offerings could further attract health-conscious consumers, reinforcing the benefits of Dairy Pure Milk in the overall campaign.