The MARKETING Awards – Integrated CampaignDarigold FARMalicious

The MARKETING Awards – Integrated Campaign

Darigold FRESH meets FARMalicious

Forward from Overview:Darigold is a farmer-owned cooperative which began in 1918. Darigold’s

mission is to nourish people around the world and inspire them to create their best with our best. With this mission we invite everyone to make Darigold their own through the wonderful art of cooking, baking and preparing food. On our end, our dairy farmers produce some of the best milk in the world which then

makes Darigold one of the greatest compliments to any culinary kitchen whether it’s at home or in a five-star restaurant. We are one of the nation’s

largest agricultural cooperatives. Darigold is the brand under which we produce a full line of dairy products for wholesale, retail, and foodservice customers.

The enclosed materials support the “WHY” we do what we do. Come join us on our passionate journey to inspire, from our farms to tables across the world.

Key Objectives

Darigold FRESH magazine builds overall Darigold brand awareness and engages people.

Meet the Farmer-Owners in the Darigold cooperative Learn about Darigold products and processing Meet the culinary professionals who use Darigold products Be inspired to create and enjoy delicious recipes made with

Darigold products

FRESH Magazine Background:

In 2008 Darigold published the first volume of FRESH magazine. We thought we wanted to produce another cookbook, after all, we’re a food company and food companies make cookbooks! But when we started brainstorming and looking at the concepts that would become FRESH Magazine, the Darigold Brand really came to life and inspired us all even as we worked together to create it. In FRESH Magazine, we highlight our local farmers, with a focus on Darigold products and what any of them can soon become...with a little love and finesse in the kitchen. The acceptance and praise of FRESH magazine has been phenomenal and we are grateful for the incredible following that it has created.

Marketing and PR

FARMalicious Campaign 2012

FRESH Meets FARMalicious2012 Campaign Synopsis

2012 - Beyond the Magazine:This year, the FRESH concept is a major focal point in our new 2012 FARMalicious ad campaign. Beautiful food, delicious recipes, healthy cows and good farmers are the elements of FRESH that have been carried into Darigold branding efforts.

OutdoorDigitalRadioDarigold.com ReskinPR/ Food Service Shows, Retail ProgramsSocial Media:oDarigold NewsletteroDariblogoDarigold TwitteroDarigold FacebookoDarigold Pinterest

Our Mantra…

WHEN

The cow nose waffle that started it all…

Outdoor Wallscape

Outdoor Bulletins

Full Campaign Total Eyes on Impressions (EOI’s)

WallScapes 907,200

Bulletins 19,626,400

Total 20,533,600

Recap: Farmalicious Out of Home (OOH)

Full Campaign: August 27th – December 30th

* Data to Date: Flights 1 & 2 (9/3-11/4)

Digital Layouts

Digital Layouts

728x90

300x250

160x600

500x500

Digital Campaign Screenshotsallrecipes.com

Digital Campaign ScreenshotsKing5.com

Digital Campaign ScreenshotsFacebook

Digital Campaign ScreenshotsSeattleTimes.com

Digital Campaign ScreenshotsPandora Internet Radio

Farmalicious Digital Results

Full Campaign: August 27th-December 30th

Full Campaign Impressions

Local Site Specific Portland and Seattle

28,075,976

Vertical Network – AllRecipes 5,882,352

Horizontal Network – Collective 4,848,480

Mobile – MobileFuse, Pandora, BrandExchange

11,327,920

Pandora 2,228,580

Facebook Portland and Seattle 24,442 clicks

Total 52,363,308; 24,442 clicks

Data to Date: 8/27-10/21, 2012

Facebook Fans prior to campaign launch = 20,124Facebook Fans as of this submission 1/21/13 = 34,719

Darigold.com Reskin

Darigold.com: Page views have increased by more than 70% since

July

Guerilla MarketingThe Farmalicious Fun Fridge Event

Food, Music, Games, and Goodwill

Farmalicious Fun Fridge Event

On September 22, 2012, Darigold took over the Pioneer Courthouse Square space in downtown Portland to show Portlanders a little Darigold personality.

We fed them delicious Darigold Treats, played music, gave away prizes and had lots of fun activities to do all afternoon.

Farmalicious Fun Fridge Event

Farmalicious Newsletter

• Monthly email newsletter with a seasonal recipe from FRESH Magazine.

• Opt-in email list that is over 10,000 strong.

The Farmalicious DariBlogB

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2,7

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Darigold Twitter

Twitter: 175 new Followers

Darigold Facebook

Facebook: 14,425 new “Likes”

Darigold Pinterest

61 New followers since launch

Thank You!We hope you enjoyed our FARMalicious

campaign as much as we enjoyed creating it!