Stonyfield's organic marketing campaign consisted of four phases: 1) Granting farmers' wishes through an online voting campaign, 2) Educating consumers about organic food production through videos and social media, 3) Sharing personal organic stories through an online platform, and 4) Empowering consumers to learn about their food and spread organic messages to others. The campaign utilized various digital tactics like videos, contests, blogs and social media to raise awareness of organic farming and engage consumers.

1. Organic Stories
from farm to table

2. PHASE I
grant a farmer’s wish
We begin where organic
begins – on the farm.
Click the arrows to see our
campaigns online!

3. grant a
farmer’s wish
Consumers visited Facebook
to hear organic farmers’ stories
& voted to help us award
$31,000 in sustainability grants
89 MM impressions

4. hear from our
farmers
Meet Guy!
Video portraits of organic
farmers & growers.
Stories of where our
ingredients come from

5. farm cam
Weekly video diaries of
organic farming straight
from our farmers
Click to watch the Mahaffy
family bring in the cows!

6. PHASE II
just eat organic
We move to the story of
organic food production.

7. just eat organic
video
We learn to rap!
A music video educating
about organic food
production starring our
135,000+ views – more than any CE-Yo Gary Hirshberg
other organic food company & the “Stonyfield Moms”
video

8. just eat organic
shout-outs
Video website where
consumers add their own
“Just Eat Organic” shout-
outs and
1.3 MM social Just #tweetorganic
impressions

9. PHASE III
organic gets personal
We bring organic
(food and
conversations) to the
breakfast table.

10. the organic
moment
Deep-engagement digital
platform where consumers
shared personal stories
about what organic
means to them
20,000 interactions & over 3,000 thoughtful
video and photo submissions

11. organic family
of the year
Contest celebrating families’
reasons for choosing organic.
Winners were sent to an
organic farm
“I truly believe that switching our family to organic has kept us
healthy and happier to this day!” – Skipper Family

12. celebrate with
organic
For every user action -
enter, share, like, tweet –
Stonyfield donated to
Wholesome Wave – a
nonprofit that connects
250,000 actions = $50,000 local agriculture and
donation underserved communities

13. PHASE IV
i will know my food
We motivated
consumers to share
their organic journey
with others.

14. i will know
my food site
Interactive website empowering
consumers to know their food – and
our yogurt – through video, health
55,000 entries & expert blogs, word clouds,
interactions and games.

15. the great
food find
Consumers scoured the web
in an online scavenger hunt to
find organic items on a
55,000 entries & grocery list and fill their totes
interactions with healthy foods.

16. food
superheroes
One organic food choice
makes you a food superhero
– consumers create their own
super-profiles and like, tweet,
or share to increase our
donation to help provide
healthy food
access for children

17. tweet to
defeat
Coming in October, we
will tweet to defeat GMOs
by igniting an #organic
conversation on Twitter

18. 55 bloggers
yo-getter
ambassadors
We’ve built relationships with
bloggers who understand the
importance of feeding families in
a healthy way to help promote
Stonyfield and organic

19. twitter parties
We partnered with a mom
604 tweets
blogger on a twitter party that
775,000 impressions
fostered the #organic and
78,000 followers
#foodsuperhero
in ONE hour!
conversations

20. ONGOING
organic every day
Our organic discussions
are take place every day
where people gather
online.

21. facebook
engagement
Daily content tells our
organic story and
connects our brand with
our audience.

22. buzz blog
We share organic
stories, health education,
thought leadership, and
Over 5 minutes spent on site expert insights on our
on average company blog.

23. TOTAL IMPACT

24. The End (for now!)