Citron Helping Horizon Find Target

Expectant, New Mothers Seen as Receptive Market for Organic Milk
SAN FRANCISCO–Citron Haligman Bedecarrƒ Euro RSCG’s first ads for Horizon Organic Milk are narrowly targeted at expectant and new mothers.
The $2-4 million campaign is the 7-year-old company’s first national consumer ad effort. A series of print ads with a new tagline, “Pure from the beginning,” broke last month in national parenting magazines. Developed by the San Francisco agency, the tag is “an ideal fit for our beliefs and image,” said Cecilia Atkinson, Horizon’s director of marketing.