JERICHO, N.Y.  (  Friendship Dairies, renowned purveyor of high-quality cottage cheese and sour cream, launches a fully-integrated advertising campaign designed to convey the delicious all natural ingredients for which Friendship is known.

In the campaign, Friendship Dairies is taking a novel approach for a food brand by not actually showing the food in the ads.  Instead, the creative will feature containers of cottage cheese that have already been devoured, with headlines that include “Save your Willpower for Something Bad” and “Excessive Spooning May Cause Hand Cramps”.  Besides playing on Friendship’s all natural products, the empty containers also remind consumers that it’s perfectly ok to have a few extra scoops of food that’s healthy. The tagline reinforces this with “Dig In. It’s Only Natural”.

The creative work has a simple, clean composition that captures the essence of all natural cottage cheese: a wholesome, nutritional food, with no frills and none needed.  The design also reflects insights gained about Friendship’s time-starved consumer – who searches for companies and products that offer her quick and easy choices.

The integrated campaign, created by Partners + Napier, features a mix of print, shopper marketing, word of mouth and digital components.  Print and online advertising will be supported by a new website ( as well as trade show booth and shopper marketing materials such as FSI’s and Point of Sale.

Friendship® Dairies: Founded more than 90 years ago, Friendship Dairies is a leading producer of all natural cultured and pasteurized dairy products.  Friendship processes up to a million pounds of Grade A milk a day at its state-of-the-art manufacturing facility in Friendship, NY.  The milk is delivered fresh daily and is used to make a wide variety of all natural dairy products including cottage cheese, sour cream, farmer cheese, buttermilk, and select yogurt products.  Friendship was acquired by Dean Foods Company in March of 2007.

Partners + Napier: Recently named by Advertising Age as runner-up for national Small Agency of the Year with 150 employees, Partners + Napier is an independent, full-service ideas agency with offices in Rochester, New York City, Atlanta, and San Francisco. The agency serves local, national, and global clients, including Eastman Kodak Company, Constellation Wines U.S., Excellus BlueCross BlueShield, and Bausch + Lomb.

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