Overview
Organic Valley faced numerous challenges in a crowded grocery category and needed to justify a higher price point over other organic dairy brands. Although dairy products sit inside a highly-commoditized market, our approach reimagined Organic Valley as a premium alternative to lower-priced competitors by emotionalizing the brand ethos and communicating their rigorous approach to farming practices. Our campaign highlighted their farmers' philosophy in adhering to farming standards that went above and beyond the industry standards, and celebrated their sustainable treatment of farmland and ethical treatment of animals.
Results
Our media successfully engaged key audiences in Organic Valley's distribution network and corresponded with positive movement for the brand across retail sales KPIs and customer satisfaction. Customer evaluations showed positive brand sentiment from the new marketing materials and above-average engagement across media networks which altogether is indicative of the strength and long-term impact of the campaign.