We positioned Organic Valley’s half-and-half as “The World’s Best Coffee (Just Add Coffee.)” Then we helped one of Organic Valley’s very own farmers, Garrett van Tol, open a coffee shop in Manhattan that sold only Organic Valley half-and-half. People could order half-and-half in three sizes: a Li’l Bit, a Double, and a Lotta. Yep, we actually charged people for the stuff that they usually get for free. People could then add coffee to their organic cream for free. Or they could BYOC, and bring their own coffee. New Yorkers and the press drank it up. The store was open for two days and we poured over two thousand shots of half-and-half. We filmed the whole experience to capture people’s pleasantly surprised and sometimes confused reactions, and created a video which ultimately became the centerpiece of our integrated digital campaign.

We opened the Organic Valley Coffee Shop in Lower Manhattan one weekend in April. We invited the press to the store, where we were open to the public for 3 days. A street team and local press drove foot traffic to the store. The store was run by a real Organic Valley farmer who talked to customers about the organic farms where the half-and-half was made. We filmed the store experience and then launched a digital video campaign in May, which ran for 12 weeks on Facebook, YouTube, Twitter and elsewhere.

-15 featured stories in press

-Video of activation was Ad of the Day on Adweek

-Overall campaign led to 500,000 Landing page visits and 100,000 coupon prints

-50,000 Product Locator Searches

-1.5 million completed Video Views

*713,000 Social Media - estimated based on avg. $0.08 CPV, 30-seconds

*91,000 Teads - estimated completed views

*696,000 YouTube - estimated completed views

-Poured over 2000 shots of half-and-half in the 2 days we were open to the public

-10 - 15% sales lift in 3 months following campaign