Borden Dairy

About Borden

Borden Dairy is one of America’s most iconic dairy brands—trusted by families for over 150 years and recognized instantly by its beloved mascot, Elsie the Cow. From fresh milk to cheese, creamers, and seasonal favorites, Borden serves grocery, schools, and foodservice nationwide.

The Brand Challenge

As a heritage brand, Borden must balance nostalgia and modern relevance while competing in a commodity‑heavy category. Growth requires consistent excellence across package design, shopper marketing, digital storytelling, and large‑scale promotions that drive measurable results.

1) Package Design Excellence

• Bold shelf presence built around the enduring equity of Elsie the Cow
• Line extensions and seasonal programs with consistent brand architecture
• Evolutionary refreshes that modernize without sacrificing recognition
• Differentiation strategies that elevate Borden above commodity perception

2) Complete Digital Ecosystem

• Modern, mobile‑first website with recipes, nutrition info, and brand stories
• E‑commerce and retailer support landing pages
• Analytics and conversion tracking for continuous optimization
• Ongoing content production and maintenance

3) Social Media Leadership

• Daily content calendars with recipes, family moments, and product stories
• Community management and influencer collaborations
• Video and short‑form storytelling featuring Elsie
• Paid social campaigns for reach and engagement

4) Shopper Marketing & POS

• Retail programs for Walmart and national/regional grocers
• In‑store signage, shippers, coupons, and cross‑category promotions
• Category management support and sales presentation materials
• Photography library powering retailer and e‑commerce needs

5) Major Promotional Campaigns

World’s Best Chocolate Milk

• UGC‑driven microsite with testimonials and recipe content
• “Free Chocolate Milk for Life” sweepstakes to fuel participation
• Integrated program: POS, digital ads, social, and influencer activations

World’s Best Chocolate Milk — Results

Metric	Result
Number of Entries	12,875
Number of Impressions	5,138,848
New Email Subscribers	13,433
Facebook Views	5,280
Twitter Followers	2,224
Instagram Followers	4,891
Pinterest Views	3,951

Get Healthy with Elsie

• New‑Year wellness theme with photo submissions and resolutions
• $500 Visa gift card prizing to drive entries
• Cross‑channel amplification across web, social, and retail

Get Healthy with Elsie — Results

Metric	Result
Number of Entries	14,800
Number of Impressions	4,444,331
New Email Subscribers	5,600
Facebook Followers	3,731
Twitter Followers	2,382
Instagram Followers	1,588
Pinterest Views	3,759

6) Digital Asset Production

• Extensive product photography across all lines
• Brochures, recipe cards, sell sheets, and retailer one‑pagers
• Coupon design, management, and printing
• Video content for social and in‑store screens

Campaign Highlights