Case Studies
In fulfilling the company’s mission to “Put farmers at the center of creating a better world for everyone”, we first needed to convince their own employees that they were more than just a butter company. Then we needed to dispel common consumer misperceptions that Farmers and Farming was controlled by corporations and mass agriculture. We felt there was no better place to drive that message home than in our Farmer’s backyard - our heartland, the Midwest. Using TV, social, influencers, digital media and a heavy dose of experiential (on National Farmers Day), the results of this campaign were both powerful and impactful. We raised Land O’Lakes’ reputation across all levels, and at the end of the year, TIME Magazine named Land O’Lakes one of the 100 Most Influential Companies in the World and CEO, Beth Ford, one of TIME’s 100 Most Inspiring Leaders in the World.
Boulder’s Sundance Film Festival Bid
When, after 40 years, The Sundance Film Festival felt it had outgrown Park City, UT, it sent out an RFP for a new home. Over the course of several months, they narrowed the field down from about 70 considered destinations to three: Salt Lake City, Cincinnati and Boulder, CO. In order to give Boulder, clearly the smallest of the three, its best chance financially, we needed to get people excited, motivating and involved. This need inspired our film, built from donated footage from local Colorado filmmakers, and a particularly “Colorado” voice. In the end, Boulder prevailed and while most of the credit goes to the hardworking people at our local CVBs, even they gave some of the credit to the power of this film.
An account on the rocks at CP+B, I was brought in to save a small brand called Bark Thins. Starting with a new creative and strategy director, we were able to not only save Bark Thins, but in 4 months, were able to consolidate all Hershey brands under CP+B’s roof, going from $1.3M to $10M in revenue. These wins were highlighted by the introduction of the first new Hershey’s branded product in over 20 years - Hershey’s Gold, featuring music by Bruno Mars.
Woody Creek Distillers had been around for 10 years, making award winning spirits up in the Roaring Fork Valley, just outside of Aspen, Colorado. They had grown their distribution, but were lost in a sea of brands that claimed local, batch, craft, authentic, etc, etc. They had an even more compelling story to tell, but would anyone want to listen to another story about ingredients, process and place? They will if it’s William H. Macy, neighbor, frequenter and fan of Woody Creek Distillers telling the story. Starting with a redesign to bring the brand together and enhance its brand presence on-shelf, we then created a long-form film with cutdowns, social assets and on-premise to drive some awareness and distinctiveness to the Woody Creek story. And, people responded, with sales up 44% in the first year we introduced the campaign. We’ll drink to that.