Once the raison d’etre of MTV and MuchMusic, music videos have now expanded their reach beyond pop culture to the dairy industry with the launch of a video promoting Organic Meadow, an organic dairy company and one of Canada’s leading organic brands.
Organic Meadow is a Guelph-based co-op of roughly 100 family farms across Canada. The company has a limited marketing budget compared to some of the larger players in the industry. It has typically used conventional tactics such as print ads in specialty publications and newspapers, in-store sampling, and public relations.
This year, the co-op is stepping out of the traditional dairy marketing box with a two-and-a-half-minute music video posted on YouTube that adopts a folksy approach to showcase the company and capture its story.
The video features Ted Zettel, general manager, co-founder of Organic Meadow. “We wanted to do something that would allow us to demonstrate the true nature of who we are and what we do. It made sense to try a new medium to reach new audiences with our story,” Zettel said in a statement.
The objective of the video was to build awareness and reach a younger demographic in an alternative media market, specifically focusing on women age 25 to 49. At press time, two days after the video went live, the video had had over 700 hits and the feedback Organic Meadow has received has been very positive.
“We wanted to reach more people 24/7, rather than doing an ad on TV, for instance,” said Jennifer Whiting, product manager. “It’s also a cost-effective way of doing things because there are no associated media costs.”
Organic Meadow used its own farmers and employees for the shoot, which translated into lower production costs.
To boost video views, Organic Meadow will be launching an online advertising campaign on a number of targeted media outlets. In addition to the video, the company has launched a new website and is planning some advertising on conventional media within three to six months.
