Organic Valley doesn't sell coffee, but it found an interesting way to promote its organic half and half -- set up an artisanal-style coffee bar in New York City.
The stunt, filmed by by agency Humanaut, is fronted by a brand spokesperson, Organic Valley dairy farmer Gerrit van Tol, who sets up the concept store after some fun choosing a hipster-friendly logo. (The video chronicling his "journey" is meant to spoof the artisanal maker films popular online).
At the Organic Valley Coffee Shop in NoLita, customers could only order Organic Valley half & half in three sizes-- "Lil Bit," "Double," and "Lotta"-- and then add the coffee for free. All half and half pours were $2. The store was open to the public the weekend of April 16-17 and served around 600 customers. Humanaut partnered with the Bindery and Pink Sparrow to execute the production and build-out of the retail space.
The idea behind it all is that great dairy is what matters when you're drinking coffee. Van Tol, who managed the store opening and served as cream barista, commented in a statement: "At most coffee shops you have no idea what kind of cream you're pouring into your coffee, or if it's even organic. It just made sense that we should have our own coffee shop that focuses on what we believe is the most important ingredient."