Organic Valley Plants Emotional Flag In The Pasture

Brand’s First-Ever Campaign Carves Unique Position In Organic Food Marketplace

Solve has helped Organic Valley, based in La Farge, WI, take its next step toward becoming the premiere brand in the world of organic dairy products, an industry filled with many competitors that don’t traditionally generate a high amount of advertising. The new campaign, which launched across six different test markets on March 11, features an actual Organic Valley farm family and was filmed on a real Organic Valley farm.

Organic Valley is celebrating its 25th anniversary in 2013, and was founded back in 1988 with a noble mission of keeping family farmers on the land. After a quarter-century of life, the farmer-owned cooperative is looking to grow its business into the mainstream grocery aisles. Despite its desire to capture a new audience, it was important that the work of the campaign felt authentic and remained true to who they are as an organization.

“While it’s easy to dismiss using real people and go straight to a casting agency, we set out to make every inch of this campaign feel authentic, from the family sitting at the table to the cows and the pasture grasses they’re munching on,” said Eric Sorensen, Solve Creative Director. “What we ended up with was an uplifting piece that tells a great story, leaving consumers with an impactful message about the organic milk they drink.”

The campaign workhorse comes in the form of a television spot, which will be used to drive awareness across the test markets it’s running in. It features a farm family, and centers around their little girl who decides to make a pie out of mud and grass seeds that she ultimately intends to feed to one of her cows. It also introduces “Bringing The Good,” the brand’s new tagline. “This spot represents just one of the many ways Organic Valley brings the good. It’s a reflection of the company and its people, and we hope it helps further their goal of spreading the organic movement across America,” said Solve Creative Director Hans Hansen. In addition to television, the campaign will also include radio, digital and a complete packaging makeover, with print following in the fall.

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