Shatto Milk Company
How we turned a small dairy farm into a really big deal.
When Shatto Milk first came to us with dreams of becoming a household name, we had our work cut out for us. To most customers, milk is milk. We had to show them that Shatto was truly different.
Our research showed that consumers had a genuine desire to learn about the people and places that are responsible for their food. As a wholesome product from a family farm, we had an edge over the competition.
With a media budget close to zero, the shelf space had to become our advertising landscape. Why not turn the bottles into mini-billboards? At the exact moment consumers reach for milk, we’d grab their attention and tell our story.
On the front of the bottle, we placed a short headline. And on the back, we shared a humorous (and often fantastical) glimpse into life on the farm. The stories centered around freshness, quality and good, wholesome fun.
In the butter section, the cheese aisle and even the ice cream freezer, Shatto told the same story across the entire supermarket.
With demand increased for delivery service, we discovered that we had to grow the business outside of traditional grocery stores. So, we thought, why not bring back the milkman? The fresh, wholesome products and nostalgic feel lined up perfectly with our brand.
It’s not often we get to measure our success in cows but in this case, that metric applied. Shatto’s business grew in both production and audience. The farm has even become a destination for fans of the brand and school field trips. No joke! You can visit the farm in Osborn, Mo., six days a week.