A lot of thought goes into conceiving a new campaign. Who are you talking to? What are the best channels to reach them? What is the competitive landscape, the current trends? What type of message will get through the noise and achieve measurable results?
For Upstate Farms Milk, competitors had been coming for their market share from every angle. Milk alternatives falsely touting themselves as healthier choices (falsely touting themselves as “milk” for that matter) were positioning themselves as the trendy way to do dairy, without the dairy. It was clear that real milk needed to punch back.
FIFTEEN set out to create a 2017 Q4 campaign with objectives of maintaining Upstate’s position as the preferred, farmer-owned local milk brand while simultaneously responding to the rise in popularity of plant-based drinks. The target was the group of people who, as our research indicated, are overwhelmingly the driver for grocery purchases in the home: Women 18-64.
FIFTEEN’s Media Director Jen Fortune developed an ambitious and directed media strategy to reach these women—and consumers with a greater affinity for plant-based drinks—via the outlets where the majority of their time is spent: TV, digital media and Facebook. With strategic placement, 3.4 million impressions were predicted over a four-week span throughout the Buffalo and Rochester metropolitan areas.
Creatively, we set out to disrupt and counteract the “facts” that milk alternatives preach with some nutrition facts of our own. Superfoods, such as avocados, almonds, salmon and others are all the rage, thanks to the individual health benefits they provide. But there’s something that provides all these benefits and more—all in a single glass: Real, fresh, delicious, irreplaceable milk. The super local superfood.
A lush, eye-opening 30-second spot was fully produced in-house by FIFTEEN, conceived and directed by Creative Director Ken Trabert, written by Associate Creative Director Dan Stout, produced by Account director Kait Niland and shot by local cinematographer Shannon Madden. Digital Director MacLaine Russell edited and created the slick VFX for the spot. The commercial ran during major TV shows, including the season premiere of The Walking Dead, holding its own alongside the likes of national Google spots. The campaign was supported by a strong social and digital media push on channels including Facebook, Instagram and Pandora.
In the face of its adversaries, FIFTEEN’s Upstate Farms Superfood campaign successfully reasserted dairy as the wholesome, delicious, authentic product we all grew up on and will continue to raise our families with.