Horizon Organic And AOR Duncan Channon Help Consumers Unleash Their Inner Child

Horizon Organic, a trailblazer in the organic dairy industry, has teamed up with full-service agency Duncan Channon in its latest campaign. Embracing the joy and sincerity of children's exploration, this partnership celebrates the importance of taking kids' adventures as seriously as they do.

The campaign taps the extraordinary energy of childhood by paying homage to the “high stakes'' drama of play. The video spots were crafted in collaboration with director Pau Dalmases of Pensacola, with one ad depicting an audacious child playing chef in his kitchen, and another spot which gives us a chance to see just how serious kids take it when they say "the floor is lava."

Entitled "This Milk Means Business,” the campaign, which also includes digital, social, and banner ads, aims to challenge the prevailing assumption that all dairy products are created equal. As a leader in organic, Horizon Organic offers a wide range of dairy options including products enriched with DHA, supporting brain and eye health, now also available in an easy-to-digest lactose-free form. The campaign, slated for release on April 22, 2024, focuses on promoting Horizon Organic's core product line along with its lactose-free milk, which expands its already diverse portfolio of dairy options.

"A day in the life of a kid would test any adult’s endurance,” says Duncan Channon Creative Director Jessea Hankins. “From freeze tag to playing pretend, kids go hard. And they approach it all with enviable amounts of unfiltered energy and imagination. Fueling them up on Horizon Organic is a nutrient-rich no-brainer. Our goal was to speak to parents without ever addressing them directly, and to portray kids in a way that they’d instantly recognize as authentic. In the end, parents don’t need to overthink it: Horizon Organic is a much-needed easy win.”

Capturing the right energy was essential to the creative concept of the campaign. Children navigate through everyday challenges with boundless energy and enthusiasm, and having substantial amounts of protein, calcium, vitamins and DHA for brain and eye health keep them going. The creative emphasizes the crucial role Horizon Organic’s milk plays in nourishing their growth and development. 

At the heart of this campaign lies the insight that parents strive to provide their children with delicious and nutritious milk options amidst a crowded and often confusing market. Horizon Organic and Duncan Channon sought to simplify this decision-making process by targeting parents and highlighting Horizon’s commitment to delivering remarkably nutritious dairy products.

“This playful campaign showcases the added benefits that Horizon Organic milk offers to fuel children for the demands of childhood,” said Erica Bardeau, VP of Marketing at Horizon Organic. “We know parents are always looking for the best for their families and we want to help make those decisions easier. When it comes to milk, we are proud to provide delicious and organic products that two generations – and counting – have grown up on.”

The "This Milk Means Business ” campaign will follow a multi-channel media strategy spanning CTV, digital video, digital display, paid social, and custom content partnerships and will be running through September 2024. This work marks a pivotal moment for Horizon Organic and Duncan Channon as this will be the first campaign released since Duncan Channon was named Horizon Organic’s Creative and Media Agency of Record at the end of 2023.