Quality Dairy

Below are samples of King Media’s public relations work with Quality Dairy, an 82-year-old, locally owned convenience store chain in the greater Lansing area.

We worked with Quality Dairy’s internal marketing and advertising team on a communication strategy, including multiple traditional and digital media campaigns, photography, videography, public relations and crisis communication. Inside of one year, our work caused a significant shift in their decades-long declining customer count and negative public perception.

Who’s the Boss?

As an 82-year-old, family-owned company, Quality Dairy knew they needed new leadership to take their business to the next level. That team, then-Quality Dairy CEO Tom Buschert, COO Jeff Schook and then-President Ken Martin were dedicated to finding fresh ideas. The “Who’s the Boss?” initiative had them trading their desks for cash registers, spending one day each month working as customer service representatives in each of QD’s 30 stores.

We launched the initiative with a press release, which resulted in coverage from multiple local print, television and radio outlets. In addition, we worked with QD to plan a social media campaign to promote each “Who’s The Boss?” day, featuring interviews with the leadership team, store managers and fellow CSRs.

Press Release


Who’s the Boss press release (pdf)


Social Media Video

Social Media Post


Quality Dairy Social Media Post

Chip Dip Challenge

Quality Dairy’s chip dip is one of its iconic products – and one that customers do not want to see changed. But QD was looking to expand its line of chip dips, and wanted customer feedback on the new flavor. We launched a social media campaign encouraging customers to vote on the new flavor – but took thing one step further.

Instead of a straight voting campaign, we devised a “bracket challenge,” capitalizing on the proximity of the upcoming college basketball tournament. We matched 16 customer-suggested flavors head-to-head, having customers vote down the bracket until a final winner was chosen. Not only did this allow customers to have a say in the product development, but it increased engagement and followers for the brand’s Facebook page.

In-Store Poster

Quality Dairy Chip Dip Challenge Poster


Social Media Post

Quality Dairy Chip Challenge Facebook Post


Facebook Post

Quality Dairy Chip Challenge Facebook Bracket

Dog Days of Summer

Ice cream is another iconic Quality Dairy product, and we wanted to capitalize on its popularity before the end of summer. Playing on the phrase ‘dog days of summer,’ we devised a social media campaign that not only promoted the business, but also helped a local charity.

We encouraged customers to like the QD Facebook page or follow the QD Instagram page and post a picture of their dog, posing with a favorite QD ice cream in its package, tagging the photo with #QDDogDays. The winning dog was the poster pup for ice cream in every Quality Dairy location, and the owner won a $25 QD gift card. Plus, Quality Dairy donated $500 to the Capital Area Humane Society in the winner’s name.

Press Release


Quality Dairy Dog Days of Summer Press Release

Dog Days of Summer Press Release (pdf)


In-Store Poster

Quality Dairy Dog Days Poster

Social Media Post


Quality Dairy Dog Days Social Media Post



Quality Dairy Photos