Wondersauce & Dairy Farmers of America

Dairy Farmers of America (DFA) came to Wondersauce looking for a soup-to-nuts campaign to promote heavy cream and half & half. It was a tough ask, but Wonderasuce knew one thing: delicious is universal. We created irresistible cross-platform content that shows you can’t substitute your cravings; you have to go all in on dairy. The goal was to communicate this message and achieve a tangible 5% lift in product volume sales.

While the main message for both products was that they're irreplaceable, the reasons for each having a stronghold were different. The half-and-half assets focused on versatility; it's the MVP of your fridge. On the other hand, the heavy cream’s messaging centered on decadence, flavor, and heritage.

This awareness campaign included a national integrated media strategy and buy focused on social, POS and CTV. Social tactics included Instagram and Facebook in-feed videos and static images, Instagram reels and stories, and influencer partnerships featuring made-for-social content. For POS, the campaign emphasized sponsored products and UPC promotion via Instacart, whereas CTV featured 15-second video spots, targeting conversion and new audiences.

This targeted paid and organic media plan was paired with eye-catching, ASMR-inspired creative content that made thumbs stop scrolling and heads look up. Wondersauce focused on creating a unique sound design to make the audio as tantalizing as possible and bring an extra dimension to the ASMR experience.

This integrated cross-platform campaign illustrates how Wondersauce is redefining the industry's notion that brands need to split their spending between specialized agencies or that full-service agencies can’t deliver high-quality campaigns across all services. Wondersauce’s integrated approach to DFA encompassed everything from conceptualization to copywriting, design, production, influencer activation, and media planning. We also executed the production shoot for all content used in the campaign in-house, followed by post-shoot designs and comprehensive reporting.

This meticulous process resulted in a cohesive and highly effective campaign. Within three months, Wondersauce tracked metrics and performance, revealing DFA far surpassed their media goals and contributed to year-over-year growth.

The conclusion? America is ready to Go All In On Dairy.