Silk Celebrates Sustainability at Target

Danone’s Silk has run omnichannel programs at Target for the last two years to spotlight its sustainability efforts, and this year’s effort centers on a brand page running within Target.com. “We know younger generations really care about what brands are doing from a sustainability standpoint, and this gives us a really unique opportunity to speak to those younger guests and let them know why they should choose Silk,” Meredith Rariden, Danone North America shopper marketing manager - Target, told the Path to Purchase Institute. “Target has its own sustainability initiatives like Target Zero, but we haven’t seen that reach grocery yet.” The brand page, running from July 9 to Sept. 30, explains that Silk: Works with almond butter suppliers in California to plant more than 250 acres of native plants to support bees, butterflies, songbirds and other animals. Has pledged to make all of its packaging recyclable, reusable or compostable by 2030. Partners with Change the Course to help preserve freshwater ecosystems in the Colorado River Basin. A banner at the top of the page encourages purchases by offering Target Circle members a 10% discount on Silk items. Rariden said the goal of the program is to deepen consumer connection with the brand by spotlighting its regenerative agricultural initiatives. Targeting high income Millennial households with kids, the campaign also incorporates refrigerated endcap displays showcasing almond milk SKUs in stores from Aug. 27 through Sept. 30. The brand is stocked alongside seasonal products from General Mills' Pillsbury and Nestle's Starbucks. “Based on last year’s insights, we lengthened the program to give it more exposure, optimized for best performing placements and audiences, and added three weeks of Silk Circle offers for a strong call-to-action,” she said. In addition to the brand page, last year’s campaign incorporated Pinterest and Instagram ads, and onsite and off-site placements (via Target’s Roundel retailer media network). Consumers spent an average of 99 seconds on the brand page, double the typical amount they'd visit, and it led to share of category gains for both Silk milk and creamers. The campaign influenced 7.2% percent of sales during the period, more than any other Silk program in 2022. “Target helped provide a great deep-dive on the program results last year, which helped us set up this year’s program for success,” Rariden said. “From a creative standpoint, they were very collaborative to ensure we were conveying our message to help educate Target’s [shoppers].”

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