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Gen-Z Momvertising Opps: Organic Valley taps marketing duo

The marketing team at dairy company Organic Valley (OV) has grown recently. In October, Ashley Paige Wells-Wood joined the company as category marketing activation manager, having previously served as the online business manager at Ashley Paige Operations. Then, in November, Joshua St. Aubin joined as digital director, having previously served as the senior technical program manager at 22squared. The first appointment will likely affect OV's spend, and the second one will likely affect its digital spend in particular.

According to Pathmatics, OV has spent roughly $1.8m on digital ads YTD, up 6% from the roughly $1.7m it had spent by this point last year. The company's estimated full-year 2020 spend dropped 13% to $2m from that of $2.3m in 2019. So far this year, OV has earned around 272.5m digital impressions via Instagram (52%), desktop display (32%), desktop video (9%), Facebook (5%) and mobile display (1%) ads. Top site destinations for this year's desktop display ads include amazon.com (88%), yahoo.com, imdb.com, parents.com and realtor.com.

So far this year, iSpot reports the company has allocated approximately $2.5m toward national TV commercials, less than half of the approximately $6.8m it allocated within the same 2020 timeframe. OV ended up allocating approximately $7.5m toward this channel last year, down 13% from the approximately $8.6m it allocated in 2019. The company's 2021 commercials have largely targeted kids through shows such as Peppa Pig, PAW Patrol, SpongeBob SquarePants, The First 48 and Law & Order: Special Victims Unit.

As I briefly mentioned, digital spend may pick up more steam as a result of these hires. OV tends to target household decision makers, especially moms, and its reliance on digital channels signals it's target Gen-Z in particular as well. Per Kantar data, the company also invests in print (magazines) and local broadcast. Sellers able to offer relevant ad space should do so soon.

Agency & martech readers - Lower-level hires don't often lead to agency reviews, but it wouldn't hurt to keep OV on your radar for project-based work. Humanaut is OV's creative, social and digital AOR.