Prairie Organic Spirits
Creating a cause program that elevates an industry pioneer and builds awareness for a better spirit
As the #1 certified organic vodka producer, Prairie Organic Spirits extends a simple but powerful invitation to its growing number of brand enthusiasts: Enjoy doing good. Haberman created this storytelling platform and developed a campaign to raise awareness and increase preference for this mission-driven brand. The company’s mission is clear—to make a lasting, positive impact on our land, farmers and future. The campaign advances Prairie Organic’s mission through a Haberman-developed cause program where 1% of all sales helps more farmers go organic. The national campaign integrates video, events, influencers, paid social, media relations, print and a productive media partnership with VICE.
In an effort increase market share for organic U.S. food and beverages, Haberman developed Prairie Organic’s cause program, The Spirit of Change Fund. It highlights Prairie Organic as a leader in the industry, and by contributing 1% of all sales to the Rodale Institute, the company helps provide practical, hands-on organic agriculture knowledge and skills to future organic farmers.
VICE Media Partnership
To help amplify our message, we partnered with those most knowledgeable about spirits and influential in the category — bartenders. Through a media partnership with VICE, we developed custom video content featuring beverage expert and sustainable bartender Claire Sprouse, who provided an authentic perspective on the importance of supporting organic farming and Prairie’s mission to change the spirits industry.
Public relations supported the Spirit of Change launch and elevated Prairie Organic as a thought leader through various hits in business outlets, alcohol and sustainability trade press and local media in key markets.
Paid Social + Content Strategy
We developed a targeted paid social strategy to leverage creative content produced with VICE and supplemented that with other engaging content, such as recipes and the personal stories of farmers, to support Prairie Organic’s broader position.
Trade Marketing Support
Throughout the campaign, we collaborated with Prairie Organic’s sales team to support their trade advertising needs and commitments. This collaboration ensured unification of our storytelling platform, reinforcing key messages and the essence of the brand.
Earned impressions generated during the campaign
Increase in purchase intent
Lift in sales