Guru created a tiered advocacy campaign for a beloved Northern California dairy company who wanted to use its reputation to help defend against the attack on the dairy industry. Guru developed compelling creative and messaging, directed a short video, secured smart media placement, and promoted events in support of changing public perception.

The dairy industry is under attack on the basis of two pieces of misinformation: (1) “healthy” milk alternatives and (2) the environmental impact of producing dairy. This confusion spurred on by false propaganda is squeezing milk out of consumer shopping habits, needed nutrition out of ours and our kids’ bodies and farmers out of business. This campaign targets both current and future Clover consumers, particularly millennial moms looking to make healthy choices for their children. With nutrition as the lead message, we can also payoff Clover values, including family farms, conscious company, and more.