# Weekly Re-Inventive Dairy Branding Natrel is Promoting Cheese With 52-Weeks of Macaroni Recipes By M | Published 2016-04-27 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/macaroni-recipe References: [marketingmag](http://www.marketingmag.ca/brands/natrels-cheesy-idea-to-attract-millennials-173119?rss=yes) & [natrel](http://www.natrel.ca/en) Natrel is a popular dairy brand that is attempting to entice millennial consumers by offering a [52-week challenge](https://www.trendhunter.com/trends/fresh-start-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](https://www.trendhunter.com/trends/free-your-mind). 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](https://www.trendhunter.com/trends/mac-cheese-product) 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. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 25% | Activity: 23% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Interactive Culinary Challenges:** Brands can create interactive cooking challenges to engage customers and increase food product engagement. - **Brand-specific Cooking Recipes:** Brands can share recipes using their own food products to increase brand loyalty and encourage new customers to try their products. - **Innovative Dietary Inclusion:** Brands can offer recipes that include their specialty dietary products to target a wider audience, including those with dietary restrictions or intolerances. ### Sectors Adopting This - **Dairy:** Dairy companies can increase brand engagement and sales by promoting interactive cooking challenges and recipe sharing. - **Food Retail:** Food retailers can offer cooking challenges and recipes using their products to increase customer engagement and loyalty. - **Specialty Dietary Products:** Specialty dietary companies can promote their products through recipes that include them as ingredients, targeting a wider audience with specific dietary needs. ## Related on Trend Hunter - [Branded Dairy Recipes](https://www.trendhunter.com/trends/dairy-recipes.md) - [Branded Dairy-Free Challenges](https://www.trendhunter.com/trends/dairyfree-february.md) - [Food-Inspired Costume Contests](https://www.trendhunter.com/trends/kraft-natural-cheese.md) - [Chef-Supported Dairy Campaigns](https://www.trendhunter.com/trends/taste-of-tradition.md) - [Extra-Cheesy Instant Pastas](https://www.trendhunter.com/trends/annies-now-cheesier-recipe.md) - [Specialty Cheese Campaigns](https://www.trendhunter.com/trends/flavor-that-sings-campaign.md) - [Plant-Based Cheese Campaigns](https://www.trendhunter.com/trends/daiya-fromage-forgery.md) - [Influencer Flexitarian Campaigns](https://www.trendhunter.com/trends/violife-1.md) - [Complimentary Pasta Promotions](https://www.trendhunter.com/trends/bob-evans-national-mac-and-cheese-day.md)