Client/Brand: Upstate Niagara Cooperative/Upstate Farms, Buffalo
360+ member farms, Central and Western New York
Milk, butter, yogurt, flavored milk, eggnog
Brand’s first television advertising; first integrated brand campaign
Agency: Cenergy, East Aurora, N.Y.
Brief: Separate local co-op’s milk from wider, more generic brands’.
Growing, although only partially overlapping, numbers of consumers want to:
eat local produce; support local economy; identify with rural integrity.
Develop one campaign that speaks to all three segments.
Five 10’ x 22’ billboards, at urban and highway locations
“Values.” And a whole lot of cows.
Introduce real, unvarnished farmers and their farms. All photography shot
on 13 local farms.
“Return to Values”/“Welcome back to the farm.”
Moms 25 – 49/Buffalo and Rochester DMAs
CD: Ken Trabert
AD: Elisa Lovelace Jones
CW: Sarah Nuendorfer
Photographer: Rhea Anna, Buffalo
The Print Ad titled Return to values, 3 was done by Cenergy advertising agency for product: Upstate Farms (brand: Upstate Farms) in United States. It was released in the Mar 2012.