Client
Clover
Deliverables
Website
PR
Media
Video
Research
Campaign
Local family farms prove real dairy is humane and planet-smart.
As a heritage dairy brand, Clover Sonoma found itself up against a modern challenge: new generations of consumers were dropping dairy in favor of plant-based alternatives. Misconceptions about “healthy” plant milks and concerns about dairy’s environmental impact were eroding milk’s reputation.
Instead of going on the defensive, we flipped the narrative. We realized that many people still care about nutrition and sustainability, they just needed to see that dairy could align with their values. The insight was to position Clover not just as a milk company, but as a champion of quality nutrition, humane farming, and environmental stewardship. By rallying around Clover’s multigenerational family farms and high standards (from animal welfare to land care), we could create a positive dairy story.
Guru developed an upbeat advocacy campaign to “love milk again.” We tapped into self-care and nostalgia, encouraging consumers to embrace dairy as part of a healthy, happy lifestyle. One highlight was helping launch Clover’s new Moon Milk, a line of flavored milk beverages marketed as a comforting bedtime ritual. We built an integrated media campaign around self-care, literally telling folks to love themselves “to the moon and back” by making Clover’s Moon Milk part of their routine. The creative designs drew on the drinks’ natural ingredients and dreamy, serene imagery of relaxation. To get the word out, we hit key markets (California and beyond) with a mix of out-of-home ads, digital and social content, influencer partnerships, and even a feature on Gwyneth Paltrow’s GOOP platform – all reinforcing Clover’s message that dairy can be both indulgent and conscientious.
