Organic Valley

How do you take a cult brand mainstream without alienating your core?

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Our Insight

In 2012, Organic Valley was a $600M organic foods company with a loyal following in the alternative health food channels. They asked Brandgarten to help strategically bridge this gap while reinforcing their core story among health food fans. Our research showed that moms weren’t buying these products just for the functional benefits of organic. Their choice was strongly linked to their desire to be a good mom and do the right thing for their family and the world. Organic Valley’s core story was one of innocence and purity. They weren’t just marketing organic products, they were cultivating goodness.

Result

Brandgarten helped Organic Valley find an agency that understood this strategy and launched their first ever mainstream marketing campaign and internal brand video. Since this launch, company sales have grown to over $1B in 2016.

“The work the Brandgarten team did for Organic Valley was groundbreaking in preparing us for continued strong growth. They immediately recognized what we needed and how to convince a skeptical group of common sense entrepreneurs how this first ever strategy work would be invaluable to setting the foundation for the future. Their work fueled the launch of a complete package redesign that is driving sales and the first TV and media campaigns for the brand. Highly recommend would be an understatement.”
– Lewis Goldstein, VP Marketing, Organic Valley

 

Watch how Brandgarten’s insight is brought to life in Organic Valley’s internal brand video created by Solve below:

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“The work the Brandgarten team did for Organic Valley was groundbreaking in preparing us for continued strong growth.”

LEWIS GOLDSTEIN
VP. MARKETING | ORGANIC VALLEY

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