Hood wanted to remind the people of New England that they have been their local dairy for more than 150 years. The Hood Heart of it All program was based on the insight that New England had stopped placing any emotional relevance on its milk purchase. We saw that as an opportunity to remind everyone of the role milk plays in their day. Milk is more than just a wholesome drink, it is at the heart of the refrigerator, which is at the heart of the kitchen, which is at the heart of a home, a pretty special place. To honor all of the consumers that invite Hood milk into the heart of their home we created a campaign that included a sweepstakes for a kitchen upgrade, pop-up kitchens at community events, advertorials in major publications, and a big social campaign.
The program is still in the field so the results aren’t final, but already the program has exceeded client benchmarks for site visits and sweepstakes entries.