Farmers Attend a Brand Workshop to Help Craft the Ethos of their 100 yr. old Dairy Co-Op
Darigold, a Seattle-based dairy company, hired Story to help them find their brand ethos. With an impending 100 year anniversary, the need to stand out in a crowded commodity space became critical to Darigold’s future. Our Discovery Workshop process was the best place to start. And for the first time in our Workshop history, we had farmers in attendance! The Workshop is all about unearthing a brand’s DNA, and dairy farmers happen to be the heartbeat of the Darigold brand.
It turns out the Pacific Northwest is more than just a geography. It represents a deep-seeded value system of earnestness and integrity among Darigold farmers and employees. The region also happens to have America’s richest soil which produces the best grass for cows to eat. This was just the beginning of the story Darigold needed to tell the world.
The real magic happens when we take the insights gathered from the Workshop to create an ownable story for Darigold. We tested the emotional resonance of their new story via our testing methodology called StoryScore [insert link to StoryScore post] and came away with a rare 5-Star winning idea. The 5-Star idea outperformed all the current competitor TV commercials in the dairy category. Not surprising, because authentic stories always outperform ads.
We’d tell you what it is, but then we’d have to kill you. It’s proprietary for now.
We can’t wait to bring their story to life - stay tuned!!!