New agency of record, VIA, creates two 15-second TV spots and print ad to promote Hood’s expanded distribution of milk produced without artificial growth hormones
Boston, October 18, 2006 – VIA announced today that it has launched a campaign for Hood’s newly expanded distribution of milk produced without artificial growth hormones. The campaign is composed of two 15-second TV spots, a print ad and an online effort. The campaign marks VIA’s first advertising in its new role with Hood
VIA was recently named Hood’s agency of record following a competitive review. The scope of VIA’s work with Hood includes strategy, advertising, public relations, media planning and interactive efforts. The Hood account is managed out of VIA’s Boston office. Hood is a leading branded dairy manufacturer in the United States. In addition to the parent brand, brands like Crowley, Heluva Good, Penn Maid and Rosenberger’s give Hood a super-regional and national presence.
The TV ads target moms and update the look and feel of the Hood brand. The media buy for the ads focuses on Hood’s core markets in southern New England.
Hood already distributes milk produced without artificial growth hormones in Maine, New Hampshire and Vermont. The decision to expand distribution to the Massachusetts, Connecticut and Rhode Island markets was made in response to consumer interest and increasing demand for organic milk. Now, all Hood milk processed in New England is from farmers who pledge not to use artificial growth hormones.
All of Hood Milk in the LightBlock® Bottle is produced without using artificial growth hormones. The Hood LightBlock Bottle protects the milk’s nutrients and flavor, and Hood milk in the LightBlock Bottle is also enriched with vitamin C, providing 10% of the daily value in an 8-ounce serving.
“Consumer interest and demand for milk produced without artificial growth hormones has been growing in New England,” said HP Hood Vice President of Marketing Barry Boehme. “Hood is pleased to now offer this option to consumers in southern New England. We are very pleased with the ads and happy to have found a new business partner in VIA.”
“We are so fortunate to have the opportunity to work with this exceptional client,” said Greg Smith, VIA’s chief creative officer. “VIA is proud of our first work. The challenge was to maintain the authenticity of this solid brand while helping them to introduce a new product in an original way. We look forward to our continued work with Hood as the brand continues be an industry leader in product innovation.”
About Hood
Hood was founded in 1846 in Charlestown, Massachusetts, by Harvey Perley Hood, and has become one of the largest branded dairy operators in the United States. Hood is the number-one dairy brand in New England, and Hood’s portfolio of national and super-regional brands and franchise products includes Kemps®, Crowley Foods®, LACTAID®, Nesquik®, Coffee-mate®, Stonyfield Farm® Organic Milk, Arizona® FRESH Iced Tea and others.
About VIA
Founded in 1993, VIA is an agency with a long track record of helping companies grow by solving their toughest marketing, branding and advertising problems. The bigger the challenge the happier we are. Current clients include Analog Devices, TD Banknorth, Monster, Kash n’ Karry/Sweetbay Supermarket, HP Hood, Dunkin’ Donuts, Hannaford Bros. Co., Parametric Technology Corporation, Silverstein Properties, Arrow International and CBS RADIO, who are served from offices in Portland, Maine; Boston; and New York City. More information is available at www.vianow.com.
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