Yogurt On A Mission

Stonyfield Farm is slated to launch in April a national ad campaign tagged “Yogurt on a mission.”

The print, radio, outdoor and Internet effort from Boston boutique eflicksMedia features singer Olivia Newton John, filmmaker Ken Burns and actor Kelly Preston. Ads play up the health benefits of the organic yogurt from Stonyfield, Londonderry, N.H., by listing the celebrity endorsers’ lifestyle “commitments.”

For example, a print ad showcasing Burns is headlined “I do,” and goes on to read, “I’m committed to: History, our greatest teacher. Jazz as an original art form. America’s great baseball culture. Dairy farmers who don’t use growth hormones. Strawberry Fruit Blends Yogurt. Companies that do what’s right.”

Instead of paying the endorsers, Stonyfield made contributions to various their favorite foundations and charities.

Radio executions will feature the adventures of cows given life by voiceover artists. Cows figures prominently in Stonyfield’s logo.

Martha Shaw, founder of eflicksMedia, served as copywriter; Jonathan Dupuis and Lisa Hickey worked on art direction.

Ads will appear in magazines — including Martha Stewart Living, O The Oprah Magazine, and Self — and regional newspapers. Cleveland Communications, Boston, handled media chores.

Spending last year was in the low-seven-figures, with print ads introducing the “Yogurt on a mission” tag appearing in a smattering of magazines. The budget is expected to increase this year, according to Shaw.