More than 80% of U.S. households buy organic food on a regular basis. Prairie Organic Spirits is launching a national campaign — A Better Spirit — to suggest that consumers should drink organic, too. The creative work is by new agency-of-record Haberman of Minneapolis MN.
Based in Princeton MN, Prairie produces farm-craft spirits using single-sourced, vintage corn grown on family-owned, organic Midwest farms. Prairie Organic’s suppliers farm organically, and the production process also includes the “Guardians of Prairie,” who individually taste test the batches of alcohol, which are distilled to taste rather than a prescribed number of times. Haberman’s integrated marketing campaign includes print and digital, three videos and an influencer program.
A spot market approach targets 10 key markets throughout the U.S., along with a national PR and influencer campaign. The campaign features provocative taglines like “Drink Responsibly. Drink Organic.” and “You shop organic. Try drinking that way.” Haberman has extensive experience helping grow pioneering brands like Annie’s, Organic Valley and Earthbound Farm.