Most marketers complain about budget shortages. But for Organic Valley's chief marketer Lewis Goldstein, it's not so much budget hampering his efforts as butter. Thanks to an organic butter shortage, his holiday campaign by new agency Big Spaceship, dubbed "It's Butter Season," will have to hold until next season, since there's no point in drumming up demand for a product in tight supply, he said.
While he waits for the shortage to subside at the farming co-op and dairy company, he's spending time honing a national media investment, as well as a more digitally-focused strategy. Oh yeah, and getting better at Euchre, the card game that the farmers on the board like to play after meetings.
Mr. Goldstein, a Northeast native new to farm culture and Euchre when he joined Organic Valley in 2011, spent most of his career at gigs in New York with marketers like Boston Beer Company and Doctor Pepper Snapple Group. So when a recruiter called and asked if he'd be interested in running marketing for Organic Valley in La Farge, Wisc. (pop. 680), he laughed.
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