At the heart of the campaign was a short film and mini series inspired by the small seemingly ordinary moments that wind up meaning the most. The video stories inspired people on digital and social platforms and invited them to a new virtual hub where they could find yoghurt tub re-purpose ideas, natural recipes as well as slow living activities and craft ideas.
A California summer tour brought this idea to life in a "real" social sense inviting people to farmers markets, fairs and music events for live gardening tutorials, community pride celebrations, celebrity chef demonstrations and DIY craft how-tos.
the best part
Most importantly for me on a personal level, we helped get Mountain High Yoghurt on the WIC (women infant and children) list of approved foods as the first organic source of diary for breast feeding mothers and children in need. And because yoghurt isn't all that exciting to little kids we created a coloring and activity book to accompany.