Stonyfield uses social media to feed consumers’ hunger for knowledge

Earlier this year, Stonyfield embarked on an ambitious “Know Your Food” campaign, which challenged consumers to learn more about the origins and benefits of their food. The thinking behind the campaign is rooted in a trend that, for several years, has seen consumers going above and beyond in search of info and insight about their food and beverage choices.

Stonyfield has recently tapped into the power of social media to bring the campaign to life by introducing “The Great Food Find” – an interactive online scavenger hunt that allows fans to find and learn about organic and natural foods online. Of course, they’ve also thrown plenty of prizes into the mix.

Scavenger hunt clues are disseminated on a dedicated website – IWillKnowMyFood.com – and on Stonyfield’s Facebook page. By following the clues, hunters will discover websites like Annie’s Homegrown and Nature’s Path, reveal interesting food facts, and check off items on a virtual grocery list.

“The aisles of the grocery store can be a confusing place with all of the different food products available and all of the misleading labels out there,” noted Stonyfield chairman, Gary Hirshberg. “The interactive ‘Great Food Find’ is a fun way to invite people to learn what’s really in the things we eat, and how all of this impacts our bodies, our communities and our planet.”

Although “The Great Food Find” ended earlier this week, Stonyfield’s “Know Your Food” campaign will continue through 2012. With any luck, their mastery of social media marketing will continue well beyond that.

MARKETING LESSON: Consumers are hungry for more than just your product; they’re also hungry for information. It’s up to you to feed that hunger, and social media can be the plate upon which that meal is served.