Protecting Where Your Food Comes From

Independent creative agency Humanaut has partnered with longtime client Organic Valley, an independent cooperative of 1,600 small organic family farms that’s a pioneer in the organic food industry, to create the digital videos at the heart of their new brand campaign.

Organic Valley is looking to become the organic brand of choice for conscientious consumers—a movement, actually—and to increase share in key categories like milk, which is featured in the spots. However, it wants to do so in a way that allows the co-op to retain the uniqueness and humor Humanaut has showcased in previous ads.
Organic Valley is preserving small family farms with bugs, creeks, plants, and wildlife. Ones that enrich the soil and create delicious, healthy food that’s better for people, the animals, and the planet.

“Majestic, wide open, teeming with life,” a narrator remarks as the camera shows a thriving ecosystem full of cattle, exotic birds, a deer and other wildlife in dewy, idyllic pastures. But this is not a nature documentary. His words are interrupted by an Organic Valley announcer as the camera shifts to a picnic bench showcasing all the organic products created on the farm. As the spot wraps up, an argument is made: “Land that supports all this is land that can support us all.” Hence, the tag: “Organic Valley. Protecting where your food comes from.”
To create the campaign, Humanaut sent a National Geographic photographer around the country to capture real wildlife including endangered species, such as a box turtle, and those that make seasonal appearances. The agency spent weeks on location—the family farms of Organic Valley are comprised of over 400,000 acres of pristine, organic farmland across the country where naturally occurring wildlife coexists within the farmland's ecosystems—to capture the diversity of the land.

Over the past 30 years, Americans have expressed an interest in the environment and components such as eating clean, recycling, and decreasing our carbon footprint.

"We protect trees because we all need clean air to breathe. We protect our water sources because we all need clean water to drink. And we even protect large swathes of land because it’s beautiful and we understand that access to nature is important for future generations. So why on Earth, don’t we protect where the food we eat comes from? Land that produces nutritious, organic food should be fiercely protected to ensure that we all have healthy food to eat for generations to come," said Bethany Maxfield, Creative Director at Humanaut.

The work launched nationally on September 18, coinciding with New York Climate Week. Media includes Social, YouTube, Amazon, and Catalina Cadent. There are four executions: a hero ad, a :30, and 2 :15s.