How we turned a small dairy farm into a really big deal.

Shatto Milk Company

FIRST PLACE AWARD – NATIONAL BEST OF NAMA AWARDS

FIRST PLACE AWARD – REGIONAL BEST OF NAMA AWARDS

How we turned a small dairy farm into a really big deal.


Shatto Milk was a small dairy farm with little brand recognition. To help them become a household name with a cult following we created strategically designed packaging that started a conversation at the shelf and changed the way consumers thought about milk.


 

Five bottles of different Shatto Milk flavors with large type saying: LOCAL, FAMILY, MOOO, ICE COLD and YUMMY.

THE CHALLENGE

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.

Laptop showing Shatto Milk Company website home page.

THE HUMAN INSIGHT

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 small family farm, we had an edge over big brands.

Front and back of half gallon of Shatto Milk with "LOCAL" in large type imprinted.

THE IDEA

With a media budget close to zero, the shelf space had to become our advertising landscape. The bottles would become our billboards allowing us to tell our story the exact moment customers reached for milk.

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.

Two cartons of Shatto Milk Ice Cream with large lettering that says "SWEET" on one and "BRRRR" on the other.

 

As Shatto grew, so did our campaign. In the butter section, the cheese aisle, the ice cream freezer and even beyond, packaging worked like well-placed print ads.

Three tubs of Shatto Milk Butter – each with large lettering that says: AROMATIC, BUTTER and COOKIN'
Three packages of Shatto Milk Ice Cream Sammiches. Oatmeal, Choc + Chip and Brownie flavors.
Vintage Shatto Milk Delivery Truck in front of home as milkman walks up to porch carrying fresh milk bottles.

 

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.

THE RESULTS

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.

PRODUCTS LAUNCHED

50+

FACEBOOK FANS

73,000+

NEW COWS ON THE FARM

400+

View of Shatto Milk Dairy buildings along a road with a golden sunset behind them.


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