Organic Valley has named Chattanooga-based brand invention agency Humanaut as its lead creative agency following a year-long collaboration.
As you may recall, Humanaut launched its “Save the Bros” campaign for the brand with a mock PSA last February, promoting the brand’s Organic Fuel protein shake. The agency then released a follow-up in August entitled “The Brononymous Hotline.” Humanaut’s initial “Save the Bros” effort became something of a viral hit for the brand, racking up over two million views on YouTube. Its successor didn’t generate quite as much buzz (topping out a little over 500,000 views) but continued to bring the brand attention.
Now Humanaut will be tasked with handling all creative for Organic Valley, continuing to work on Organic Fuel(something tells us more bro-themed work is on its way) while also picking up work on sister brand Organic Balance (also a protein shake) and other Organic Valley brands.
The appointment comes in the wake of Organic Fuel becoming the number one organic protein shake domestically in 2015 and Organic Valley reaching the one billion sales milestone by the end of the year, according to Organic Authority.
“We’re incredibly lucky to be partnering with such a mission driven cooperative of organic family farmers,” Humanut co-founder and chief creative director David Littlejohn said in the press release. “You just can’t beat doing great work for a client that’s doing a lot of good in the world.”