Prairie Farms Dairy announced its “Farmer Owned” campaign, and the look has found a home on the containers of two recently released 16-ounce sour cream dip products.
Prairie Farms, owned by a cooperative of more than 700 dairy farm families, introduced the “Farmer Owned” campaign at a time when food miles—the distance between where a food originates and the consumer—are becoming increasingly relevant to consumers. Reducing food miles benefits both the environment and local economies, and consumer support for locally produced products has doubled in the past five years. In an effort to raise consumer awareness of the company’s local, farmer-owned heritage, Prairie Farms updated its logo and packaging to identify its products as coming from local, farmer-owned dairy producers.
“The new direction emphasizes the values of our farm families and our commitment to being good citizens in the community,” says Ed Mullins, CEO of Prairie Farms Dairy. “The packaging artwork has a distinctive personality and will clearly stand out on retailers’ shelves from competing national and private-label brands.”
The new logo maintains the traditional red lettering for the company name, and a gold “Farmer Owned” banner above the logo builds on brand strength. A farm scene reinforces the farmer-owned brand messaging.
Prairie Farms timed an integrated advertising campaign with the release of the updated packaging. The messaging includes a new tag line—“Farm fresh quality … from our family to yours”—as well as lifestyle imagery of farm families. This visual equity will become part of all of Prairie Farms Dairy’s communication efforts, including a TV commercial, billboard advertising, truck graphics, trade promotions, event marketing, and the company’s websites.
Adding to the excitement of this campaign, Prairie Farms introduced two new flavors of 16-ounce sour cream dips: Jalapeño Fiesta and Bacon Cheddar. The packaging for these products reflects the “Farmer Owned” campaign. In addition, the company’s sour cream, dip, cottage cheese, yogurt, and ice cream packages now feature the new packaging and campaign messaging, and support materials will convey to consumers that they can support local dairy farmers by purchasing Prairie Farms products.