SYRACUSE, N.Y. — In “Dorm Room Recipe Magic,” 12 dorm-friendly dairy-rich recipes were developed by American Dairy Association North East’s consumer-facing website SavorRecipes.com to target Gen Z college students, as part of its College Cooking campaign.
The recipes were sent through digital ads that targeted student resident halls on the Syracuse and Cornell University campuses – a digital marketing technique called geo-fencing. The ads garnered 1.6 million impressions with clicks on the ads reaching nearly 10% of the total enrollment of both schools combined!
“The way we market milk and dairy products is very different now than in the past, but the goal is the same – to build trust and sales,” said ADA North East CEO John Chrisman. “Using technology like this enables us to reach our Gen Z audience with positive dairy messaging and information where they are – in this case, right in their college dorms.”
The recipes are easy for students to whip up using a microwave or an air fryer – appliances frequently found right in their dorm rooms, and are featured on Savor Recipes’ College Cooking, Easy-to-Make Dorm Room Recipes blog.
The overall campaign is part of ADA North East’s effort to promote dairy with the Gen Z audience, and through Savor Recipes, they can shop from the website directly with their retailer of choice. This e-commerce feature only allows shoppers to purchase real dairy – NO IMITATIONS – will appear as options!
For more information, contact American Dairy Association North East at 315.472.9143.
–American Dairy Association North East