The Midwest Dairy Association has been very generous with their latest “3-A-Day/Drive Away Sweepstakes” promotion.

June Dairy Month will likely forever hold special significance for Darlyne Hofer, Minneapolis. Hofer was the winner of a new Suzuki Grand Vitara in a dairy promotion that culminated at a Twin Cities Rainbow foods store. The promotion, called the 3-A-Day/Drive Away Sweepstakes was part of Midwest Dairy Association’s effort to help build demand for dairy products through the dairy checkoff. MDA teamed up with Rainbow Foods, Luther Suzuki, and Clear Channel Radio on the promotion.

The chance to offer a brand new car donated by Luther Suzuki as a reward for purchasing dairy products was a phenomenal opportunity for dairy, according to Joe Schmitz, MDA marketing manager. Dairy farmers were offered the chance to participate in the partnership with the dealership because of their existing relationship with Clear Channel Radio and Rainbow Foods through MDA.

To register for the vehicle, Rainbow shoppers bought 3-A-Day products (milk, cheese, or yogurt) at participating Minneapolis and St. Paul Rainbow stores. Entries were automatically generated at the cash register when those products were purchased. “A promotion like this draws consumers’ attention to dairy, and drives incremental purchases of 3-A-Day products,” said Schmitz. The promotion also generated additional 3-A-Day product features in Rainbow ads. “Featured products always sell more,” he added. Radio advertising helped to extend the promotion.