What they were up against

Stonyfield is an organic yogurt and dairy company based in Londonderry, NH and the second-leading brand of organic yogurt in North America. They have the fastest-growing kid and baby yogurt brand, but they trail significantly in the adult market. Stonyfield needed to reposition itself from the brand of choice for ‘organic-loving’ new moms to all ‘yogurt-loving’ moms, dads and kids to combat competitive encroachment from well-known brands in the organic space.

What we did to help

Yogurt is a highly commoditized category. It’s hard for consumers to understand the differentiators among the sea of brands they see on the shelf. They also struggle to justify the expense of organic yogurt for what they already view as an inherently healthy snack choice. Many shoppers don’t realize that some options are far less healthy than others.

Yamamoto developed a campaign themed “Can Yogurt Save the World?” It’s a fun, engaging campaign that focuses on great tasting product in a way that would solve many of our Stonyfield Mom’s pain points she experiences in her day-to-day life caring for her family by assuring her that Stonyfield is “Good on Purpose.” All campaign touchpoints appear where our Stonyfield Mom is already engaged – highly targeted broadcast, destination websites and social media channels like WebMD.com, Facebook and Pinterest.