Clover Sonoma
Happier Cows
Clover Sonoma want to show that better treatment of the cows leads to better tasting dairy products. Through humor, friendly warmth and self-aware storytelling the brand aims to prove that better products come from happier cows, and might make people happier as well.
Problem?
The dairy aisle is flooded with different brands all touting the same claims about being “natural”, “organic” and all while being sustainable.
This ethical messaging often feels overplayed and preachy to a disinterested consumer audience, especially with the younger audiences. Clover needs to modernize its image and become the new talk of the dairy aisle without abandoning its family owned feeling.
Solution
The solution?
To create a campaign that celebrates happier cows, through absurd humor, some personality, and a decent deal of transparency. OOH we have cows as athletes, being playful, confident and clearly happy.
TV we have the calm spokesperson, who is juxtaposed by the man in the cow suit giving us a healthy balance of serious talk with chaotic humor, that will feel both human and real.
Social Media will be home of the close-ups of our sporty cows enjoying life, and a blooper or two will also help drive new audiences to the Clover brand.
Insights
People don't trust the sincerity of a corporation, they want authenticity and imperfection.
If Clover is able to make audiences laugh while showing real character it could make the values of the brand feel authentic. Humor combined with honesty will be the fastest route for Clover to gain credibility.
Process
This campaign proves that consumers connect when a brand stops acting like a large corporation, and starts acting human.
Instead of preaching about how the cows are happy and saying it over and over again, Clover shows the cows and lets them take the spotlight, proving that ethics can be as entertaining as an ad gimmick.
Clover - Happier Cows
Clover - Bloopers reel
2025 San Francisco/BaY Area AAF American Advertising Awards
Outdoor & Transit Advertising Campaign
Integrated Advertising Campaign
Social Media Campaign
Student Best of Show — Integrated advertising campaign