Protecting Where Your Food Comes From – Organic Valley | Clapboard Ad Archive

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Protecting Where Your Food Comes From - Organic Valley | Clapboard Ad Archive

Organic Valley’s Protecting Where Your Food Comes From campaign, created by Humanaut, delivers a distinctive proposition for the food and drink market in 2023 by positioning the brand as a steward of ecological integrity, leveraging the real ecosystems sustained by its network of 1,600 small organic family farms spread across 400,000 acres nationwide. At a moment when consumer consciousness around climate, sustainable agriculture, and food provenance is at a cultural high, the campaign takes clear aim at emerging category expectations by framing organic dairy not simply as a grocery choice but as a direct act of environmental and ethical participation. The heart of the campaign is a series of digital videos that subvert the expectations of a traditional nature documentary — lush visuals of cattle, birds, deer, and even endangered species like box turtles, expertly captured by a National Geographic photographer, set the scene as a narrator extols the vibrancy of the landscape, before the illusion is interrupted to foreground Organic Valley’s actual products and message. Humanaut’s execution, sitting squarely in Clapboard’s FORMAT#12—Parody or Borrowed Format—uses the well-worn tropes of documentary storytelling specifically to upend them, transforming nature doc reverence into a rallying cry for the protection of farmland as an ecological resource every bit as vital as forests or rivers. This creative approach stands out by weaving humor and humility into the earnest discourse of conservation, retaining Organic Valley’s irreverent brand voice without sacrificing credibility, and using the interruption of documentary solemnity to land a pointed argument about the need to safeguard the land that feeds us. The media plan maximizes the campaign’s environmental credibility and reach by launching during New York Climate Week, with placements across social channels, YouTube, Amazon, and Catalina Cadent, targeting climate-conscious consumers increasingly seeking ethical and transparent food choices. Amidst a competitive set that includes Horizon Organic, Stonyfield, and Maple Hill Creamery—all of which stake claims in sustainability and transparency—Organic Valley carves its niche by tying its cooperative structure and regenerative farming practices directly to biodiversity and the rich tapestry of life its land sustains, moving the brand conversation from individual health benefits toward planetary stewardship. The campaign’s assertion that doing dairy right can be part of the climate solution, and not the climate crisis, is given visual and narrative substance through its careful depiction of thriving farmland that doubles as wild habitat and productive pasture, reinforcing the message that protecting these systems is tantamount to protecting the future of food itself. Clapboard rates this 73/100. This campaign matters because it demonstrates that, even in saturated mature categories like organic dairy, there remains powerful creative and strategic opportunity in inviting consumers to protect not only what nourishes them but also the ecosystems that make real nourishment possible.

Credits

Client

Organic Valley

Agency

Humanaut

Executive Creative Director

David Littlejohn

Creative Director

Dan Jacobs, Bethany Maxfield

Strategic Planner

Danielle Kermode

Art Director

Emily DeMario, Nathan Dills, Brock Johnson, Travis Hitchcock, Eric Higgins, Chad Harris

Producer

Ben Gortmaker, Brooke Frazzetto, Jes Shipley, Dani Harrison, Tommy Wilson, Alvaro Donado, Ashley Matthews

Creative Coordinator

Tarrisha Hicks

Production House

Humanaut

Director

Alvaro Donado

Cinematographer

Luke Padgett / Daniel Andrade

Crew

Samuel Ibach, Carolita Claus

Post Production

Organic Valley’s “Protecting Where Your Food Comes From” campaign positions the brand as a custodian of sustainable, organic farming that prioritizes ecosystem preservation and ethical food production. The campaign’s core value proposition emphasizes the protection of the land that nurtures organic food, highlighting how Organic Valley’s cooperative of 1,600 small family farms safeguards over 400,000 acres from pesticides and environmental degradation. This stewardship supports biodiversity, soil health, and wildlife—creating a resilient foundation for nutritious, organic dairy products that benefit people, animals, and the planet. The market strategy leverages a growing consumer consciousness around environmental responsibility, clean eating, and climate impact. By framing organic farming as an act of protecting a vital ecosystem, the campaign addresses the insight that while Americans widely protect air, water, and natural landscapes, they often overlook the origins of their food. This narrative strategy links Organic Valley’s products to broader environmental and health concerns, appealing to conscientious consumers who value transparency and sustainability. The creative approach combines majestic nature visuals shot by a National Geographic photographer with a grounded, relatable execution that ties these idyllic scenes directly to the brand’s organic offerings. By doing so, the campaign maintains Organic Valley’s signature humor and authenticity while reinforcing its unique cooperative structure and commitment to small family farms. Launching during New York Climate Week, the campaign also amplifies its relevance to contemporary climate discussions, aiming to grow Organic Valley’s share in key categories like milk by aligning product choice with climate-positive consumer values.

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign most closely fits the Parody or Borrowed Format creative device. The narrative begins as if it were a nature documentary, with a majestic depiction of wildlife, a narrator describing the ecosystem in reverent tones, and even the involvement of a National Geographic photographer—all classic nature doc tropes. However, this setup is deliberately subverted and interrupted to reveal the real subject: Organic Valley’s farms and organic food products. The campaign borrows documentary genre cues, only to twist the format with a humorous, branded intervention that reframes the farmland as precious and worth protecting like any natural habitat, making the “nature doc” an explicit stylistic device to drive home the brand message. It’s not just storytelling or symbolism—the borrowed documentary format and its parodyed interruption are core to the creative structure. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Horizon Organic – Market Positioning Horizon Organic positions itself as a leading national organic dairy brand emphasizing sustainable farming and family-friendly values. It differentiates through its broad product range, USDA organic certification, and a commitment to animal welfare and environmentally responsible practices, targeting health-conscious families seeking accessible and trustworthy organic products. 2. Stonyfield Organic – Market Positioning Stonyfield focuses on organic dairy products with a strong commitment to environmental activism, GMO-free ingredients, and regenerative organic agriculture. The brand appeals to ethically driven consumers prioritizing farm-to-table transparency, organic certification, and supporting sustainable practices that protect soil health and biodiversity. 3. Whitewave (a Danone Company, includes brands like Silk and So Delicious) – Market Positioning Whitewave capitalizes on plant-based and organic dairy-alternative products, positioning as an innovator in healthy, sustainable food choices. It targets environmentally aware consumers interested in reducing animal product consumption while maintaining focus on organic ingredients and non-GMO verification, appealing to flexitarians and vegan audiences. 4. Maple Hill Creamery – Market Positioning Maple Hill Creamery promotes its 100% grass-fed organic dairy sourced from family farms committed to animal welfare and environmental sustainability. Its niche positioning is around premium quality, pasture-raised milk that supports regenerative farming and offers superior nutritional benefits to discerning consumers. 5. Organic Prairie – Market Positioning Organic Prairie leverages its status as an independent farmers cooperative dedicated to organic meat and dairy products. It emphasizes transparency, farm integrity, and humane animal treatment, catering to consumers who value traceability and ethical sourcing alongside organic certification within the natural foods market.

Q: What is Protecting Where Your Food Comes From about? A: Protecting Where Your Food Comes From is a 2023 integrated campaign created by independent agency Humanaut for Organic Valley, a cooperative of 1,600 small organic family farms in the United States. The campaign centers on digital video assets that showcase the biodiversity and thriving ecosystems present on Organic Valley’s 400,000 acres of organic farmland. By blending majestic wildlife imagery with the brand’s signature humor, the campaign positions Organic Valley as a steward of sustainable agriculture and highlights the importance of protecting the land that produces healthy, organic food for people, animals, and the planet. Q: What creative device does Protecting Where Your Food Comes From use? A: Protecting Where Your Food Comes From employs the Parody or Borrowed Format, classified as Format #12 in Clapboard’s 12-format taxonomy. The campaign begins with the familiar tropes of a nature documentary—majestic wildlife, reverent narration, and cinematic visuals—before subverting expectations with a branded interruption that shifts focus to Organic Valley’s products and farms. This deliberate parody of the documentary genre is central to the campaign’s creative structure, using the borrowed format to reframe farmland as a precious ecosystem worthy of protection, while maintaining the brand’s characteristic humor and authenticity. Q: What is the campaign proposition for Protecting Where Your Food Comes From? A: The campaign proposition for Protecting Where Your Food Comes From positions Organic Valley as a leader in sustainable, organic farming that safeguards the land, biodiversity, and food systems for future generations. Targeting conscientious consumers who value environmental responsibility and transparency, the campaign argues that protecting the origins of our food is as vital as protecting air, water, or forests. By emphasizing the cooperative’s commitment to pesticide-free farming, ecosystem preservation, and climate-positive practices, Organic Valley invites consumers to join a movement that supports ethical food production and the health of people, animals, and the planet. Q: How does Protecting Where Your Food Comes From rank in Clapboard's archive? A: Protecting Where Your Food Comes From holds a Clapboard Campaign Score of 73/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the food and drink category. Q: Who are the competitors in Organic Valley's category? A: In the organic dairy and food market, Organic Valley competes with Horizon Organic, which emphasizes sustainable farming and family-friendly values with a broad product range; Stonyfield Organic, known for its environmental activism and commitment to regenerative agriculture; Whitewave, a Danone company, which leads in plant-based and organic dairy alternatives targeting environmentally conscious consumers; Maple Hill Creamery, which focuses on premium, 100% grass-fed organic dairy from family farms; and Organic Prairie, an independent cooperative highlighting transparency, ethical sourcing, and humane animal treatment in organic meat and dairy.