Natrel is a popular dairy brand that is attempting to entice millennial consumers by offering a 52-week challenge where the brand aims to share a different macaroni recipe each week. The challenge sends to spark ways eaters can incorporate the brands dairy products into easy to make meals -- including its lactose-free products.
The campaign offers a rustic and interactive way for consumers to engage with the brand via cooking. Natrel hopes to increase dairy food engagement with new recipes to make creative macaroni and cheese dishes weekly, to inspire a following of consumers that will return weekly for new foods. The recipes will be made using dairy and lactose-free cheeses and products to apply to a wider audience including those with dietary restrictions or intolerances.