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

Shatto Milk Company

Packaging can tell a story. That’s how we helped a local dairy gain national recognition.


Graphic icon of an outline of a head – inside that is a brain with a keyhole in it.To help Shatto Milk, a small family dairy, become a household name, 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.

 

FIRST PLACE AWARD – NATIONAL BEST OF NAMA AWARDS

FIRST PLACE AWARD – REGIONAL BEST OF NAMA AWARDS

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. Why would they choose a higher-priced product when their usual brand tastes just fine?

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 a unique story to tell and therefore 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.  So, we used the packaging to tell our story. The bottles worked like billboards to grab attention at the shelf and position our brand as a fresh, quality and wholesome product.

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.

 

Embedding our unique differentiator into a story allowed customers to quickly realize the benefits of a small dairy farm. In the butter section, the cheese aisle, the ice cream freezer and beyond, the campaign expanded. Milk flavorizers carried the same look and feel to help steal share from big brands like Nestlé and Hershey’s.

Two cartons of Shatto Milk Ice Cream with large lettering that says "SWEET" on one and "BRRRR" on the other.
Three tubs of Shatto Milk Butter – each with large lettering that says: AROMATIC, BUTTER and COOKIN'
Four Shatto Milk Flavorizer tins – Vanilly, Swirl, Sweetie and Dreamy

 

When the Chiefs and Royals brought home World Championships, we capitalized on our cult following with limited-edition championship bottles that sold out in days.

Vintage Shatto Milk Delivery Truck in front of home as milkman walks up to porch carrying fresh milk bottles.

 

With increased demand 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

75,000+

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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