food

Stonyfield, Organic Valley Team For Online Campaign

Stonyfield-Farm-

Top organic food brands Stonyfield and Organic Valley are launching an online organic food awareness campaign.

The campaign will benefit Wholesome Wave, a Bridgeport, Conn.-based nonprofit whose programs make nutritious, locally grown food available and affordable to underserved urban and rural communities.

Visitors to www.celebratewithorganic.com can enter once a week to win a year of free Stonyfield or Organic Valley products, as well as one grand prize of one year's worth of products and a $1,000 gift certificate to Cooking.com, an online kitchenware retailer. For each contest entry, both companies will donate 10 cents each to Wholesome Wave (for a total of 20 cents per entry). The minimum donation will be $30,000, and with enough consumer votes, a total of $50,000 could be donated.

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The joint promotion is a natural, since the two brands have done business for 15 years, says Lisa Kinzel, Stonyfield associate brand manager. Organic Valley farmers supply the organic milk for Stonyfield’s yogurt.

Stonyfield and Organic Valley also have created a separate contest for bloggers at www.celebratewithorganic.com/bloggercontest. Bloggers can submit essays about how they bring the joys of wholesome organic food into their own kitchen. Six finalists will be chosen and featured on the Celebrate with Organic Web site, where the public will vote for one grand prize winning blogger to receive their own years’ worth of free Stonyfield and Organic Valley products, as well as a $1,000 gift certificate to Cooking.com.

At the end of the Celebrate with Organic campaign, Stonyfield and Organic Valley will donate a minimum of $30,000 and maximum of $50,000 to Wholesome Wave. The contest goes through the end of January, and product winners will be chosen and notified weekly.

“In addition to social media, we are reaching out to consumers through point-of-sale merchandising, including a promotional lid message on all of our cups, an instant redeemable coupon on select Organic Valley products, as well as shelf talkers and coupon tear pads on shelf in retail locations,” Kinzel tells Marketing Daily.

The target demographic for the initiative are consumers with a lifestyle of health and sustainability who are already familiar with organic, she says. “As a company, we strive to educate consumers on organic food and sustainable agriculture, so our hope is to spread the word about organic to as many people as possible and in the process educate more people on the benefits of organic,” Kinzel adds.

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