Stonyfields Play Free

The Challenge

Connecting food safety to environmental health in a way that drives action

Stonyfield Organic needed a purpose-driven campaign that could extend their organic mission beyond the food aisle. The insight: while 69% of American parents worry about pesticides in food, 67% don't consider exposure at sports fields, playgrounds, and parks to be concerning - despite 65% of playing fields being sprayed with harmful chemicals like glyphosate.

The challenge was creating a campaign that would make this invisible issue visible and actionable for families everywhere.

The Creative Solution

The breakthrough insight: Places of play shouldn't be toxic

We identified the powerful connection between the harmful pesticides and herbicides used on playing fields and the same chemicals families work to avoid in their food system. If you wouldn't eat it, why would you play on it?

The #PlayFree Strategy:

  • Created a movement around pesticide-free outdoor spaces

  • Connected food safety awareness to environmental health

  • Empowered communities to take local action

  • Provided resources and funding for organic field conversions

  • Built partnerships with expert organizations for technical support

Multi-Pronged Approach:

  • Community grant program for organic field conversions

  • Educational resources for families and municipalities

  • Expert partnerships with Beyond Pesticides, Non-Toxic Neighborhoods, and others

  • Pet health awareness component highlighting canine cancer risks

  • Home lawn care education and organic alternatives

A young girl holding a four-leaf clover in her outstretched hand outdoors in a green park. She is wearing a light purple t-shirt and is holding a pack of Stonyfield Organic whole milk in her other hand. The background features trees and grass. Text on the image reads "Stonyfield ORGANIC FIELDS #PLAYFREE."

Results that SMaCk

A movement that transformed outdoor spaces nationwide

Since launching #PlayFree in 2018, the initiative became a defining brand moment that delivered measurable impact:

  • $2+ million contributed to organic field conversions

  • 35+ communities nationwide transitioned to organic grounds management

  • Millions of people gained access to organic model fields

  • National conversation shift around pesticide use in public spaces

  • Ongoing momentum - initiative continues expanding with 14 new communities in 2020

  • Health impact - reduced chemical exposure for children, families, and pets

  • Cost benefits - participating communities reported decreased maintenance costs over time

The campaign proved that purpose-driven marketing could create lasting environmental and health benefits while strengthening brand leadership.

Where brand purpose meets community impact

This project showcased our ability to:

  • Identify breakthrough insights that connect brand values to consumer concerns

  • Create movements that extend far beyond traditional marketing

  • Build strategic partnerships that amplify impact and credibility

  • Drive lasting behavior change through education and empowerment

The #PlayFree initiative demonstrated that when you lead with genuine purpose and provide actionable solutions, you can create campaigns that improve lives while building unshakeable brand loyalty.