Upstate Farms: Return to values, 5 by Cenergy for Upstate Farms

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Industry Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market United States
Agency Cenergy
Photographer Rhea Anna, Wounded Buffalo
Released March 2012

Credits & Description

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

The Print Ad titled Upstate Farms: Return to values, 5 was done by Cenergy advertising agency for product: Upstate Farms (brand: Upstate Farms) in United States. It was released in Mar 2012.