- Groupe Lactalis’ Stonyfield Organic brand is giving consumers a chance to live the cushy life of their cows at the first-ever Organic Cow Spa at one of their farms in Maine.
- The bookable services, which include massages, meditation and journaling areas, and pedicures, are all inspired by the attention the cows get to provide the dairy for Stonyfield’s organic products.
- The activation aims to educate consumers about the benefits of Stonyfield’s organic practices, particularly how the animals are treated on dairy farms.
The experience is designed to help bring the brand’s “More to Believe” philosophy to life in a place outside the grocery store.
“At a time when there is constant misinformation and a lack of transparency in the food system, we want to bring our farm-inspired care philosophy to life in a tangible way,” said Kristina Drociak, director of PR and consumer engagement at Stonyfield. “We’re launching the Organic Cow Spa in September in celebration of National Organic Month, giving consumers a fun and unexpected way to experience what makes organic, and what makes Stonyfield, unique.”
The spa will be housed at Rainbow Valley Farm in Maine. The spa treatments include a massage with aromatherapy and scalp massage (inspired by the grooming and brushing the cows receive), a rest and relaxation area (inspired by the calming pastures where the cows graze), a “Pasture Pedicure and Foot Soak” (inspired by the foot care routines the cows receive to maintain comfort and mobility), and “Green Graze Juice,” a nod to the fresh grass and pastures of the farm.
While on the farm, attendees can also take part in “cow cuddle sessions,” where they can meet the cows face-to-face, and a meditation trail, inspired by the freedom organic cows have to roam and graze.
“The Organic Cow Spa gives consumers a firsthand look at the care that goes into organic farming and helps bring our “More to Believe ” philosophy to life beyond the yogurt aisle,” Drociak said. “We hope guests leave with a better understanding of organic farming standards and the care that goes into supporting cows, people and the land, while also having a memorable, relaxing experience that makes them smile.”
The brand is promoting the Organic Cow Spa across its social, web and email channels. It will also support the initiative through additional storytelling about the experience on its digital channels. “We’ll give fans a behind-the-scenes look at the farm and the real practices that inspired the spa, so they can learn more about organic farming and the care behind Stonyfield from wherever they are,” Drociak said.
