The Milk Processor Education Program (MilkPEP), a Washington, D.C.-based board funded by the nation’s milk companies to promote the consumption of fluid milk, and Chicory, a New York City-based grocery tech company, said they partnered with Campbell Ewald and Arc Worldwide to stimulate ecommerce growth of dairy milk using a first-to-market digital milk aisle experience.

MilkPEP is using Chicory’s premium in-recipe ads to promote milk to recipe viewers in its network of more than 1,000 influencer food sites. Any time a consumer views a recipe containing “milk,” an ad saying “shop now!” will appear, the companies noted. Shoppable ads will promote online shopping at either Meijer or AmazonFresh and will roll out to additional retailers following the test.

With a click, the user will land on an interstitial digital milk aisle page, the companies explained. The page will list all of the real milk products and brands available in the user’s area, at the featured retailer. Once the user selects his or her preferred product, the item will be automatically added into the user’s digital cart.

“The opportunities for digital aisle tech are huge,” said Chicory CEO Yuni Sameshima. “We have had a lot of interest from trade boards here at Chicory, but we needed to find a way to offer equal visibility to all of the brands that were members of those boards — so with MilkPEP, there are many, many members of their board, all who deserve equal ecommerce support. The digital aisle gives the consumer a good look at all of their options and allows boards like MilkPEP to equitably represent all of their partners.”