#StonyfieldStories: Stonyfield Brings Authenticity to Their New Campaign

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By: Christine Turnier

Who says 2012 is the year of the dragon? According to Stonyfield, this is the year to get to know your food.

Stonyfield has launched a year-long campaign called “Know Your Food” that helps consumers know what’s in their refrigerators, and ultimately what’s in their stomachs. The campaign will provide information, tools, and resources to help people make smarter food choices, primarily through a new website, www.IWillKnowMyFood.com. This includes videos of how milk is processed, blog posts from a registered dietician, and the chance to win a “Fridge Makeover” that includes a visit to Stonyfield’s farmers.

In some ways, Stonyfield is trying to build a movement by bringing people in and encouraging interaction. Visitors to the site are encouraged to “open the fridge, head to the farm, join the conversation, and make this the moment when your food became a little less of a stranger.” The Fridge Raider section of the site showcases user-generated photos of real fridges, and reasons why real people want to get to know their food.

Why is this a good idea? Consumers across all categories are demanding more transparency. Ushered by social media, more consumers want to know what they are buying and who they are buying it from. Stonyfield is tapping into a zeitgeist with their latest campaign.

Why is this a good idea for Stonyfield? Because it is authentic. This position reinforces Stonyfield’s brand, a company that has been dedicated to sustainable farming for almost 30 years. It reinforces their brand values and makes the connection between what is timely and timeless about Stonyfield.

Compare this campaign to McDonald’s recent #McDStories campaign stumble. Like Stonyfield, McDonald’s tried to share stories about where their food comes from. They also included videos about farmers who supply raw materials. McDonald’s also encouraged customers to share their personal experiences with food. But it backfired because it wasn’t a believable position for the brand.

Do you think “Know Your Food” will work for Stonyfield, or do you see some McD-like landmines ahead?