Back to All Agencies
Orchard | Agency Profile, Contacts, AOR, Client Relationships
Service: creative
- Main Telephone
- (929)-277-3600
Primary Address
55 Washington Street
Number 552
Brooklyn,
NY
11201
USA
Orchard Contacts
Contacts (5/14)
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Jeff K. | Founder & Chief Creative Officer | NY | ||||||||||||
|
Sample of Related Brands
***********
|
||||||||||||||
| Barney R. | Chief Executive Officer | NY | ||||||||||||
| Laura J. | Co-Founder & Chief Strategy Officer | NY | ||||||||||||
| David K. | Chief Creative Officer | NY | ||||||||||||
| Perry M. | Senior Art Director | NY | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Gen-Z Opps: Silk promotes Nextmilk in new campaign
Sales Lead: just rolled out a new campaign promoting its plant-based milk brand, Nextmilk.
- The creative was made by agency partner , and it's running in key DOOH markets such as NY, LA, and Las Vegas.
- It also includes celebrity-centered integrations; TikTok; Meta; retail; and online.
- In a way, the campaign involved influencers; its new work stars celebrities' kids.
- The brand will likely:
- Roll out additional content
- Pursue additional celebrity partnerships
- Return to higher spend
- Target demographic:
- Gen-Z
- This new campaign was specifically designed to reach Gen-Z consumers, who tend to vocalize their plant-based diets more than other demographics.
- Its plant-based products especially appeal to better-for-you (BFY) and dietarily-restricted consumers.
- Gen-Z
Recent leadership shifts:
- To fuel a bolstered focus on sustainability, the brand selected Jane Xie as its brand-specific senior associate brand manager in November 2022.
- Additionally, Andrea Saldarriaga became Silk's senior associate brand manager in June 2022.
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- 2021-2022 spend: In 2022, Silk allocated roughly $8.9m toward national TV commercials, down 10% from the roughly $9.9m allocated the year before.
- 2022 ad programming: Its 2022 commercials targeted Gen-X watching shows such as Today 3rd Hour, Law & Order: Special Victims Unit, Dateline NBC, Chicago Fire, and Chicago P.D.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- 2021-2022 spend: The brand spent approximately $3.4m on digital ads last year, only around a third of the approximately $6.6m spent in 2021.
- 2022 data: Last year, Silk earned around 343m digital impressions via desktop video/YouTube (41%), Facebook (39%), Instagram (19%), and desktop display (1%) ads.
- Additional channel insights
- Silk's ramped-up focus on sustainability may lead to cause marketing initiatives.
- The brand also utilizes OOH, Google Ads, OTT, and local broadcast.
- It holds planning conversations in Q2 and buying conversations in Q1.
- Silk pursues sponsorship partnership opportunities; its current partners include the Minnesota Timberwolves.
Additional agency insights:
- Opportunity: Silk's parent company, , may seek Silk-specific agency partners now that the brand has new leadership.
- Current agency roster:
- Orchard: Creative AOR
- : Media AOR
- : Creative agency partner
- View Danone's full roster here.
Insight Sources: Broadcast insights estimated by Relo Metrics.