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Fostering an Organic State of Mind

In a campaign aimed at furthering Stonyfield’s organic mission and connecting the brand with families with young children, 360 helped Stonyfield formulate and announce a bold new commitment to combat the use of pesticides in children’s playing fields.

Over 26 million kids play on public parks and fields, most of which are managed using a chemical cocktail of herbicides, insecticides and fungicides. We rolled into local markets to raise awareness of the issue and begin converting kids’ playing fields to organic landscape maintenance. Our work – including a PSA with Parks and Recreation Star Adam Scott, a media blitz and influencer activations – empowered parents to seek information and advocate for change.

After hearing about Stonyfield’s #PlayFree initiative, 92% of parents said they want to know more about how their local fields are managed. That curiosity contributed to a 300% lift in web traffic to Stonyfield.com. Closer to home, families came out in force surrounding the local market events. As an example, in the Houston market Stonyfield sampled 10,000 products, Walmart distributed 50,000 coupons and store sales of Stonyfield products rose 67%.

 

For more information contact 360PR+.