Upstate Farms: "Return to values, 3" Print Ad by Cenergy

Locavores’ values. Farmers’ values. And cows.

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’.
Demographics/Strategy:
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.
Executions:
Five 10’ x 22’ billboards, at urban and highway locations
Concept:
“Values.” And a whole lot of cows.
Introduce real, unvarnished farmers and their farms. All photography shot
on 13 local farms.
Campaign title/tag:
“Return to Values”/“Welcome back to the farm.”
Target/Market:
Moms 25 – 49/Buffalo and Rochester DMAs
CD: Ken Trabert
AD: Elisa Lovelace Jones
CW: Sarah Nuendorfer
Photographer: Rhea Anna, Buffalo