stonyfield organic stories online: from farm to table

Organic Storiesfrom farm to table

PHASE I grant a farmer’s wish

Click the arrows to see our campaigns online!

We begin where organic

begins – on the farm.

grant a farmer’s wish

Consumers visited Facebook to hear organic farmers’ stories & voted to help us award $31,000

in sustainability grants89 MM impressions

hear from our farmers

Video portraits of organic farmers & growers. Stories of where our

ingredients come from

Meet Guy!

farm cam

Click to watch the Mahaffy family bring in the cows!

Weekly video diaries of organic farming straight

from our farmers

PHASE IIjust eat organic

We move to the story of organic food production.

We learn to rap! A music video educating

about organic food production starring our CE-Yo Gary Hirshberg

& the “Stonyfield Moms”

135,000+ views – more than any other organic food company

video

just eat organic video

just eat organic shout-outs

Video website where consumers add their own “Just Eat Organic” shout-

outs and Just #tweetorganic1.3 MM social

impressions

PHASE IIIorganic gets personal

We bring organic (food and

conversations) to the breakfast table.

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

the organic moment

Real organic moment on our lid

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

celebrate with organic

For every user action - enter, share, like, tweet –

Stonyfield donated to Wholesome Wave – a nonprofit that connects

local agriculture and underserved communities

250,000 actions = $50,000 donation

PHASE IVi will know my food

We motivated consumers to share their organic journey

with others.

Interactive website empowering consumers to know their food – and our yogurt – through video, health

expert blogs, word clouds, and games.

i will know my food site

55,000 entries & interactions

Consumers scoured the web in an online scavenger hunt to

find organic items on a grocery list and fill their totes

with healthy foods.

the great food find

55,000 entries & interactions

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

tweet to defeat

Coming in October, we will tweet to defeat GMOs

by igniting an #organic conversation on Twitter

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

55 bloggers

twitter parties

We partnered with a mom blogger on a twitter party that

fostered the #organic and #foodsuperhero conversations

604 tweets775,000 impressions

78,000 followersin ONE hour!

ONGOINGorganic every day

Our organic discussions are take place every day

where people gather online.

facebook engagement

Daily content tells our organic story and

connects our brand with our audience.

buzz blog

Over 5 minutes spent on site on average

We share organic stories, health education, thought leadership, and expert insights on our

company blog.

TOTAL IMPACT

120 million impressions

650,000 engagements

(so far - we’re still going…)

The End (for now!)