A fun and engaging program designed to educate audiences about organic farming.
Longtime client Stonyfield Organic came to us to develop a content program that could showcase their work with organic farms and attract audiences of all ages.
After strategic and conceptual development, we produced the “Have a Cow” website, an educational hub where kids, adults, and even classrooms, can choose a real Stonyfield cow to “adopt.” After choosing a cow, such as cuddly Liberty or feisty Ali, participants can learn more about their “adoptee” by reading her blog, learning about her farm, and receiving email updates.
In keeping kids and parents alike engaged with fun, fresh content, the Have a Cow program not only educates audiences about the benefits of organic farming, it reinforces the straight-from-the-source integrity that’s central to Stonyfield’s brand.
Have a Cow Homepage
Our Approach
The first version of "Have a Cow" was launched back in the predigital ages, also known as the 80s. In that first rendition, Stonyfield fans could adopt a cow and would be sent a certificate of adoption. The program was very popular, but over the years ended up getting sent out to pasture. When Stonyfield leadership decided to bring back the program, they tasked us with conceiving and designing the next generation of the program.
We began the project by identifying approachable ways to attract our audiences—laying the framework for an easy-to-navigate site with snackable, ongoing content to generate enduring interest. To boost educational value, the program plan includes a component where elementary school classes can adopt a cow together and access more in-depth materials about organic farming. The goal is to grow the program on a continuing basis, adding more cows, additional educational elements, and opportunities for engagement
Have a Cow Laptop and Mobile View
Challenges
Because Stonyfield is one of the original cause-based brands, passionately committed to organic farming, we originally explored having each of the cows to be associated with a cause related to food and sustainability, and then allowing the adoptive parent to choose based on a cause they wanted to support. It became clear, though, that the authentic connection to the brand became muddied in this concept so we shifted focus to the real heroes: the cows.
After landing on the “adoption” concept, we explored including competitions and games involving the cows, such as a “milk-o-meter” or a GPS tracker measuring steps traveled on the pasture. But because Stonyfield cows live on three different farms with a number of hardworking farmers attending to each animal, getting consistent metrics proved to be too logistically ambitious.
Meet The Cows Page Tablet View
Creative
For the Have a Cow program, we wanted a look that was consistent with Stonyfield’s brand but with a unique spin. Starting with Stonyfield’s brand fonts and signature colors, we incorporated a playful stripe pattern, eye-catching banners, and “glamour shots” of our featured cows which break the edges of their image frames to invite audiences in. The result is a clean, readable, and easy-to-navigate site that fits within the Stonyfield family but maintains its own identity.
Meet The Cows and The Farms Tablet and Mobile View
We’re thrilled to have had another opportunity to partner with Stonyfield, a brand that’s stayed dedicated to producing healthy, sustainable food for 36 years. We’re happy to be a part of the mooovement too, and hope you’ll visit haveacow.stonyfield.com and adopt a cow!
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Website Design & Development
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Email Campaign
