Organic Valley has launched a new campaign with national TV and digital creative from agency partner Humanaut. “From Outside with Love” is designed to simplify the confusing health claims in the grocery store dairy aisle and highlight Organic Valley’s higher standards of animal care as the most important keystone differentiator for the billion-dollar organic dairy co-op.
According to a 2017 Newsweek story, 80% of U.S. dairy cows are kept in confinement and never see a blade of grass. Organic Valley’s standard of animal care is much higher, giving all cows as much time outside on pasture as the weather allows because happy, healthy cows make better milk. In these pastoral, low-stress environments, animals have ample room to roam and graze on organic grass.
“‘From Outside With Love’ is aimed at parents who are looking for higher-quality, more nutritious foods for their families. These parents know that not all food is created equal, and seek confidence that they are making the right choices for their family,” said Jaclyn Cardin, senior director of Integrated Marketing at Organic Valley. “How the animals are treated is one of the most important things they care about when choosing dairy because they understand that humanely treated animals make better milk.”