Dairy Farmers of Washington
Keep it real.
Keep it Washington.
Integrated Campaign
––––––––––
Dairy at its most elevated state
The dairy farmers of Washington State have a story to tell that’s richer than a tub of Edaleen ice cream: the lush river valleys where the milk comes from, the ethical and environmentally responsible way that it’s produced, and of course the exceptional taste and all that it brings to food. As the agency of record for Dairy Farmers of Washington, it was our job to elevate dairy everywhere we could: on the web, on social feeds, on the streets, and even on the open water, all to drive home the benefits of real Washington dairy.
Strategy
––––––––––
Nothing beats local flavor
The dairy industry is fighting for shelf space and mindshare against alternative "milks" like almond, oat, soy, and others. This is especially true in Washington, where consumers are likely to try non-traditional foods and diets. To compete, we leaned into benefits that the alternatives couldn't: locally-produced real dairy that's as special as the iconic state it from.
OOH
––––––––––
From Washington,
for Washington
We showed Washington consumers that local dairy isn’t only an important—and tasty—part of everyday nutrition, but an iconic part of the state. The out-of-home campaign appeared all over Seattle and throughout Washington and boosted brand preference from 62% to 68% in just 6 months.
Digital
––––––––––
Building greener online pastures for dairy farmers
We created a clean, user-friendly, mobile-optimized web experience where Washington consumers could see how dairy positively impacts their communities. The site features information for farmers, a DFW brand video, and continuously updated content.
Social
––––––––––
All screens for ice cream
Washingtonians spend upwards of 5 hours a day looking at a screen, specifically mobile ones. We capitalized on this with a top-notch digital marketing strategy, leveraging our campaign through a ramped-up social media presence that included boosted Facebook content, a shiny new Instagram, and enough sweet content for both that highlights our heroes—the farmers and their products.
Events
––––––––––
Set GPS to yum
When it comes to local dairy, tasting is believing. All we had to do was get consumers to try a sip, slice, or scoopful and let the flavor do the rest. We created Hullabamoo!, an event series focused on younger audiences to highlight Washington’s incredible dairy products.
Experiential
––––––––––
Bessie barges onto the scene
For National Dairy Month, we said goodbye to traditional marketing and capitalized on a local phenomenon: the waterfront Solstice Festival. We built Bessie, a 30-foot-tall inflatable Holstein, that got local folks busy talking during one of the month’s busiest events.
Play along
Contact
Main office
123 NE 3rd Ave.
Suite 400
Portland, OR 97232
503-313-3491