Celebrity endorsers who worked in exchange for contributions to various foundations and institutions are the focus of a national campaign for Stonyfield Farm.
Tagged "Yogurt on a mission," the effort was crafted by Boston boutique eFlicks Media with buying chores done by crosstown shop Cleveland Communications. An attempt was made to link the brand to healthy lifestyles and social concerns, said Martha Shaw, founder of eFlicks.
Filmmaker Ken Burns, singer Olivia Newton John and actor Kelly Preston appear in executions that spotlight their personal lifestyle commitments.
A print ad showing Burns, headlined "I do," features the text: "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 Blend Yogurt. Companies that do what's right."
Radio ads will feature the adventures of cows given life by voiceover artists; cows figure prominently in Stonyfield's logo.
Spending for the Londonderry, N.H., client was about $2 million, per Competitive Media Re-porting, but will likely increase in 2001, Shaw said. Ads will appear in publications such as Martha Stewart Living; O, The Oprah Magazine; Self; and regional newspapers. Outdoor and interactive executions are also in the mix. The "Yogurt on a mission" tag was given a limited introduction last year; the new push represents a true nationwide launch, Shaw said.