Search
Close this search box.
case study

ORIGIN

What is A2 Milk and Why Should We Care?

Challenge

ORIGIN Milk launched Colorado’s Whole Foods Markets, Sprouts and specialty market shelves bringing nutrient rich, delicious and beautifully-hued heritage A2 milk to shoppers. The problem was, no one knew had a clue about the Ohio-based dairy company nor about heritage-breed A2 dairy products.

Results

ROOT secured 25 pieces of coverage including national and Colorado coverage, including Ag Journal, Farm Flavor, Cowboys & Indians, “Milk Biz Aims to Spark ‘Moovement’” in the Denver Business Journal, “Want Healthier, More Sustainable Cheese? Here’s How You Can Get Some” in 5280, “Downsized Dairy” in Boulder Weekly, and multiple local TV segments.

Recipes featuring ORIGIN’s products ran in Edible Denver Boulder Fort Collins, 303 Magazine, Cowboys & Indians, CO Yoga + Life, Mile High Masala, This is How I Cook and more.

Solution

ROOT took a multi-prong approach to position ORIGIN Milk as the experts in the regenerative dairy space and the solution to “big dairy’s” milk products. We drilled deep to uncover ORIGIN’s incredible backstory as well the benefits of heritage-breed A2 dairy products, then created messaging that made it understandable – and attractive – to consumers.

Leveraging ORIGIN’s local connections with Mad Agriculture and Colorado Cow, ROOT was able to garner interest from regional publications. ROOT also offered compelling contributed content opportunities that discussed the dire need for regenerative dairy in the U.S.

Lastly, ROOT secured local chefs, bloggers and mixologists to create innovative recipes that demonstrated the versatility of ORIGIN’s product line.

In Our Own Words

“Representing a regenerative dairy company? What a dream! We buckled down to learn more about the complex world of A2 milk, developed compelling story angles, and secured dozens of national and regional hits, including TV, print and online for this early-stage company.”

Challenge

ORIGIN Milk launched Colorado’s Whole Foods Markets, Sprouts and specialty market shelves bringing nutrient rich, delicious and beautifully-hued heritage A2 milk to shoppers. The problem was, no one knew had a clue about the Ohio-based dairy company nor about heritage-breed A2 dairy products.

Solution

ROOT took a multi-prong approach to position ORIGIN Milk as the experts in the regenerative dairy space and the solution to “big dairy’s” milk products. We drilled deep to uncover ORIGIN’s incredible backstory as well the benefits of heritage-breed A2 dairy products, then created messaging that made it understandable – and attractive – to consumers.

Leveraging ORIGIN’s local connections with Mad Agriculture and Colorado Cow, ROOT was able to garner interest from regional publications. ROOT also offered compelling contributed content opportunities that discussed the dire need for regenerative dairy in the U.S.

Lastly, ROOT secured local chefs, bloggers and mixologists to create innovative recipes that demonstrated the versatility of ORIGIN’s product line.

Results

ROOT secured 25 pieces of coverage including national and Colorado coverage, including Ag Journal, Farm Flavor, Cowboys & Indians, “Milk Biz Aims to Spark ‘Moovement’” in the Denver Business Journal, “Want Healthier, More Sustainable Cheese? Here’s How You Can Get Some” in 5280, “Downsized Dairy” in Boulder Weekly, and multiple local TV segments.

Recipes featuring ORIGIN’s products ran in Edible Denver Boulder Fort Collins, 303 Magazine, Cowboys & Indians, CO Yoga + Life, Mile High Masala, This is How I Cook and more.

In Their Own Words:

“Representing a regenerative dairy company? What a dream! We buckled down to learn more about the complex world of A2 milk, developed compelling story angles, and secured dozens of national and regional hits, including TV, print and online for this early-stage company.”

a few media hits

related work

Case study

Savory Spice

After near-immediate success with their first store, Savory Spice quickly grew both via online sales, and brick and mortar stores (now at 30 locations across the US.) Savory Spice hired ROOT with an initial focus on landing mentions in e-commerce gift guides.

learn more
Case study

Bubbies Fine Foods

Fermentation is one of the hottest and most competitive CPG spaces. Bubbies Fine Foods, with its iconic grandma “Bubbie” brand, has been a major player in the industry for more than four decades.

learn more
Case study

OAK at Fourteenth

Award-winning OAK at Fourteenth was doing all of the right things with their phenomenal service-focused team and innovative wood-fired cooking, but realized they needed to partner with a local PR agency with strong relationships with Colorado influencers and media.

learn more

the good food
agency

newsletter

Every month, the ROOT team digs deeper into good food and marketing trends, news and tips. Sign up here.