Turning the Food Industry Upside Down

Agency Network: 
September 2017


Humanaut launched an integrated marketing campaign for client Organic Valley, an all-organic cooperative of more than 2000 family farmers producing milk, eggs, cheese, and butter. The campaign aims to build the brand's awareness amid a growing flood of greenwashing and confusing health claims in the food and beverage industry. The new campaign calls out how the competition uses sunny marketing images and vague jargon to cover up for less-than-ideal farming practices. The ads make a sharp contrast between industrial farming practices and the way Organic Valley food is made, on small family farms, without the use of toxic chemicals, hormones, GMOs or antibiotics.

Film advertisement created by Humanaut, United States for Organic Valley, within the categories: Food, Non-Alcoholic Drinks.

Advertising Agency: Humanaut, Chattanooga, TN, USA
Chief Creative Director: David Littlejohn
Chief Strategist: Andrew Clark
Agency Producer: Tommy Wilson
Account Director: Elizabeth Cates
Creative Directors: Andy Pearson, Liza Behles
Copywriters: Andy Pearson, Liza Behles, Alana Questell
Design Director: Stephanie Gelabert
Art Director: Greg Dalbey
Designers: Carrie Warren, Coleson Amon
Animator: Bethany Maxfield
Project Manager: Hannah Chandler
Production Company: Humanaut Productions
Director: Dan Jacobs
Director of Photography: Sean Webley
Camera: Tyler Clements
2nd Camera: Clovis Siemon
Producer: Demetrius Nelson
Editing / Finishing: Annie Huntington, Tyler Beasley / Fancy Rhino
Media Strategy: Chris Pyne / Junction 37
Media Buying: Amanda Liu, Christy Provines / Junction 37
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