The challenge:

Since 2005, 63% of our dairy farms have closed. The state’s milk promotion board needed a partner to help keep our second-largest agricultural sector alive.

The insight:

97% of Connecticut dairy farms are family-owned, meaning we weren’t just selling local milk over corporate milk. We were selling the people — friends, neighbors, parents, kids — responsible for producing dairy in our state.

The solution:

Our campaign combined tradition, human interest, and urgency. “Dairy-heirs” sought to enlist the state’s support and help this generation of dairy farmers ensure there’s a next generation of dairy farmers.