Don’t Forget to Have Fun! Building authentic relationships with kids should
be fun, so imagine what it’s like to be a kid again and play. For example, Annie’s
online games at www.Root4Kids.com let
families affix their pictures to vegetables and carry out a variety of gardening
Another particularly fun and endearingly authentic tactic is Stonyfield’s “Just
Eat Organic” ( www.justeatorganic.com), a hip-hop video featuring CEO Gary
Hirshberg and moms who work at the company rapping the benefits of organic.
With its fun, fresh rhymes, this video educates and entertains at the same time.
As with authenticity,
organic brands will
find they have greater
opportunity than their
conventional counterparts to demonstrate
Support a “
Growing” Community. Root
4 Kids contributes to
the common good by
inspiring families to eat
healthier and educating them how to do it,
but Annie’s realizes
that to truly create
value with its campaign, a “get and give”
must exist between the
brand and those who
engage with it. In addition to getting the message of organic out to the public, organic companies should also be able to make a physical demonstration of their
commitment to their message through financial or hands-on support.
An example from the Root 4 Kids campaign is Annie’s “Grants for Gardens”
program, which offers a limited number of small grants to community gardens,
school gardens and other educational programs that connect children directly to
real food. Nature’s Path also “planted it forward” with its second annual “Gardens
for Good” contest. “Through this program, we hope not only to provide funds for
urban farming projects, but to also cultivate socially responsible community leaders who will bring people together to feed those in need,” says Arran Stephens,
Nature’s Path’s president and co-founder.
Just What the Doctor Ordered. As a brand featuring products primarily for infants, Earth’s Best’s strategies are a virtual classroom for marketers. Clearly pursuing a value-oriented strategy to build deeper connections with pediatricians, its
“‘Peds’ Doing Good Deeds” program encourages customers to nominate a pediatrician who “nurtures their patients and gives back to the community.” The selected doctor will receive a $5,000 grant for the charity of his or her choice.
Stonyfield also reached out to pediatricians by creating a brochure called
“Grow, Baby, Grow,” which helps answer parents’ key questions about feeding
their babies and toddlers. It also includes stage-specific information about why
Don’t forget to have fun!Sometimes it’s the best way to learn.
This online game let kids transform into fun veggie cartoons.
they should include organic choices in
their little ones’ diet and how they can
easily do so.
Be a Mentor. Lundberg Family
Farms recently launched “Raising Organic Family Farms,” a multi-year initiative designed to inspire a new
generation of organic family farmers
and provide financial, education and
mentoring support. It underscores
structure and reinforces its commitment to health and vitality for families
“Our heritage is firmly rooted in
the practice of organic and sustainable
farming,” said Grant Lundberg, CEO.
“Raising Organic Family Farms is our
way of encouraging responsible land
stewardship, and helping ensure that
sustainable agriculture remains a priority for aspiring farmers.”
Essential Elements of Your
How can you execute a marketing
campaign that makes the most of your
investment dollars, rises above the
tricks of conventional marketing and
applies authenticity, relevance and
value? Here are 12 basic elements to
consider—some obvious, some surprising, yet all essential in building a
meaningful, lasting campaign.
1. First Ask Why. Before embarking
on any campaign to build relationships
with families and marketing your product to kids, ask yourself why you want
to accomplish this.
Is it for short-term market share
gain, or meeting quarterly profits? If
so, good luck with that. Is it for building lasting engagement with your audience, truly improving their health and
making them generational advocates
for organics? Now you’re onto something.
2. Determine the Strategy, Not the
Tactics. It’s easy (and fun) to slip into
tactical mode when developing a mar-