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 #tweetorganic

1.3 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 ambassador

s

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

impressions78,000 followers

in 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!)