Putting the people back in brands

With nearly 20 years of marketing, communications, and public relations leadership experience, I learned the greatest successes come from the most human places.

Thanks Mom

When Stonyfield decided to transition its brand from educational to emotional, I led the charge taking the research our insights manager developed and turning them first into a target persona, and then developing branding executions, beginning with the YoBaby and YoKids brands. Thanks Mom was a video we produced in partnership with a creative agency to introduce the new brand look and feel, focusing on diversity, understanding the joys and challenges of parenthood, and just plain liking yummy stuff.

We get it

Thanks mom was warm and fuzzy, but we were focused on social advertising for the YoBaby and YoKids brand, and needed to produce content that was eye-catching, easy to get and relatable. Plus we had data that posts including pets eating yogurt were consistently our top performers!

It’s all good

Organic and babies was an easier sell, but it’s harder to get parents to stay with the “healthy” brand when there are “fun” brands! To tackle this challenge, we created a 2-teir marketing and sales strategy that incorporated Disney On Ice’s Frozen characters on pack, while advertising to parents that organic yogurt was an easy way to feel good about feeding your kids - no matter what else you chose. This strategy led to a 100% increase in sales in the first year, and maintained YoKids as the lead brand for Stonyfield the following year.

Build better

When HPN Select was awarded a grant to create a website that gave nonprofit affordable housing developers access to healthy product information so they could build safer homes, we quickly learned we had no idea what we were doing. 18 months later we launched Select EcoGuide, a database of nearly 100,000 products with material information and a growing set of ratings based on metrics from industry experts. EcoGuide was designed with the developer in mind, and is supported by content and digital strategies with an objective to use the data from site usage to influence the construction products industry.