As part of a new brand initiative, Prairie Farms Dairy wanted an engaging way to communicate the benefit of chocolate milk as a post-workout recovery agent to high school athletes.
Working with the St. Louis Rams, Cliffedge Marketing developed the Refuel: Body by Milk campaign. This initiative used a mix of web, social media, event activation and in-game elements to engage and educate student athletes throughout the St. Louis area.
The promotion allowed Prairie Farms to partner with five St. Louis area high school football programs and incorporated borrowed brand equity with the Rams to promote the benefits of their product to high school athletes. The Rams promotion was so successful for Prairie Farms that it was continued into the 2013 St. Louis Cardinals season.