Organic Valley Tells Its Quirky Origin Story and Tackles the Food Industry's Greenwashing

Humanaut work explores the co-op's roots

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

If a food company says its products are all-natural and eco-friendly, shouldn’t it have to back up its marketing promises and really walk the walk?

In a new campaign breaking this week, Organic Valley takes that challenge quite literally by putting fitness trackers on its cows and setting them off on their usual daily treks.

As it turns out, the bovines take more steps a day than most people, according to the spot. “Looking good, ladies,” says a voiceover, as the cattle frolics in a pasture.

Several ads in the series, under the tagline, “Call us crazy, but it’s working,” pointedly call out the current greenwashing trend where food and beverage brands make false claims about their manufacturing (no factory farming here!) or the health benefits of their products (better for you!).




Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in