Organic Fuel: Save the Bros

Organic Valley Plans to “Save the Bros” With New Organic Milk Protein Shake

Social media campaign by Humanaut urges Internet to help put bros on path towards recovery



CHATTANOOGA, Tenn. – February 16, 2015 –Humanaut today announced the launch of a viral campaign to educate consumers about the benefits of Organic Fuel, the first-ever organic milk protein shake. On behalf of client Organic Valley, the Chattanooga-based agency created “Save the Bros,” a campaign designed to tap into “bro culture,” and encourage social sharing online. The long-form video takes an irreverent look at the bros’ love for muscle building “brotein” while warning of the junk that lurks inside most protein drinks. The outreach is aimed at the growing number of active adults who seek delicious, organic, on-the-go nutrition without the artificial flavorings, sweeteners, GMOs, toxic pesticides, antibiotics or artificial hormones often found in other “health” products.



“The Organic Fuel consumer expects performance from a sports-recovery drink, not chemicals and a long list of indiscernible ingredients,” said Lewis Goldstein, Vice President, Brand Marketing, Organic Valley, a farmer-owned cooperative of more than 1,800 family farms across the country. “There’s a disconnect with other brands that are being marketed as healthy lifestyle drinks when they aren’t healthy at all.”



The tongue-in-cheek video directs people to SavetheBros.com, where one can learn more about the benefits of Organic Fuel and receive a Buy-One-Bro-One coupon for a free product to share with a bro in need of clean protein. “Save the Bros” T-shirts, gym bags and yoga mats are also available so people can show off their support of the cause.



The campaign will be supported by partner sites that have a combined monthly total of more than 65 million users. The media plan includes buys on Facebook, Twitter and YouTube, and content partnerships with Upworthy and MindBodyGreen.

“Organic Valley is an ongoing American success story, and we’re thrilled they’ve given us this opportunity to help expand the brand to reach a totally new market,” said Humanaut Founder/Chief Creative Officer David Littlejohn. “‘Save the Bros’ is a bold direction for Organic Valley’s marketing, one that will earn the attention of active adults and elite athletes, who are looking for organic protein options.”



Organic Fuel is an organic milk-protein recovery shake designed for peak performance. With 26 grams of protein, 70% of the recommended daily intake of calcium and no artificial sweeteners, it’s an ideal combination of protein and carbohydrates for powering muscles and aiding in post-workout muscle recovery. Organic Fuel is available in natural food stores, major grocery chains and LIFETIME gyms across the U.S.



Sales of organic products in the U.S. jumped to $35.1 billion in 2013, up 11.5% from the previous year’s $31.5 billion and the fastest growth rate in five years. Mainstream retailers are offering and consumers are buying: Four in five American families (81%) choose to buy at least some organic food.



About Humanaut

Humanaut is a Brand Invention Agency founded in 2013 by David Littlejohn and Andrew Clark. Alex Bogusky serves as the team’s investor and creative advisor. Based in Chattanooga, Tenn., Humanaut works with established clients and startups to create new brand experiences, non-traditional marketing campaigns and launch new products. Humanaut has recently collaborated with Sodastream, Lyft, Friends of the Earth, and Organic Valley, and is an equity partner in several startups, including Felt.



About Organic Valley

Founded in 1988, Organic Valley is America’s largest cooperative of organic farmers and one of the nation’s leading organic brands, representing approximately 1,800 farmers in 36 states. Focused on its founding mission of saving family farms through organic farming, Organic Valley produces a variety of organic foods, including organic milk, soy, cheese, butter, spreads, creams, eggs, and produce, which are sold in supermarkets, natural foods stores and food cooperatives nationwide. With its regional model, milk is produced, bottled and distributed right in the region where it is farmed to ensure fewer miles from farm to table and to support our local economies. For further information visit www.organicvalley.coop. Organic Valley is also on Twitter @OrganicValley and Facebook www.facebook.com/OrganicValley.