Stonyfield Promotes Organic to the Masses

Americans spent $11 billion on organic foods in 2002, a 20 percent jump from the previous year, with a similar increase expected for this year, according to the Organic Trade Association.

Stonyfield Farm wants to jump on the trend with the first national ad campaign for its organic yogurt and yogurt drinks, targeting consumers who may not shop at health-food stores.

TV spots from Boston’s Connelly Partners/CGN break tomorrow with the tagline, “You can’t fake this.” In one, a farmer attempts to plant a beaker of Red 40—a common food coloring—while Stonyfield president Gary Hirshberg says, “We would use Red 40, if we knew how to grow it.”

“Now that there’s a more active dialogue about organic, companies like ours can no longer just preach to the choir—we’re sanctioned to talk to consumers who don’t know what organic is,” Hirshberg said.

Print broke in April magazines. TV and radio will run in Boston; New York; Providence, R.I.; Miami; Philadelphia; Portland, Ore.; and Seattle. A wider rollout is possible later in the year. Stonyfield spends about $5 million on ads, according to CMR. Hirshberg said that will increase slightly this year.

Connelly Partners/CGN won the business in December following a review. Previous ads, from eFlicks Media, Boston, were tagged, “Yogurt on a mission.”