Organic Valley Names Humanaut Lead Creative Agency
Humanaut won the business after showing Organic Valley what it could do for its Organic Fuel protein shakes with 'Save the Bros'
Humanaut has been named the lead creative agency for Organic Valley following a year-long marketing collaboration. The farmer owned cooperative
recently announced a remarkable milestone: the world’s first
billion-dollar organic-food company.
Humanaut won the business after showing Organic Valley
what it could do for its Organic Fuel protein shakes. Now the shop will handle
all creative campaigns including a branding campaign and work for Organic Fuel
and Organic Balance.
Humanaut created 'Save the Bros,' a campaign that
educated people about the dangers bros face when pounding protein drinks
containing synthetic chemicals, junk ingredients, and milk protein produced
using potentially toxic pesticides, antibiotics and artificial hormones. The
long-form videos asked viewers to help a bro they know, with a new organic,
milk-based protein shake, Organic Fuel.
“Save the Bros” was a viral hit that infiltrated—and lampooned—bro culture through
online social sharing. The tongue-in-cheek video directed people to a website
where they could learn more about the benefits of Organic Fuel and receive a
Buy-One-Bro-One coupon for a free product to share with a bro in need of clean
protein. 'Save the Bros' T-shirts, gym bags and yoga mats were also
available for those who wanted to support of the cause. The campaign quickly
resulted in over 12 million video views, over 100,000 social shares and 200+
million possible PR impressions.
Humanaut’s follow up campaign
was equally impressive, and Organic Fuel became the top-selling organic milk
protein shake in the country in 2015. Organic Valley reached $1 billion in
sales on December 22, 2015, according to Organic Authority.
“We’re incredibly lucky to be partnering with such a
mission driven cooperative of organic family farmers,” said David Littlejohn, Humanaut co-founder and chief
creative director. “You
just can’t beat doing great work for a
client that’s doing a lot of
good in the world.”