This new documentary, Food Inc, coming out this summer that exposes some of the realities behind food production. It's interesting that Stonyfield Farm, who's founder features in the film is getting so involved in promoting the movie. It's on the company's website and I am sure we will see it on its yoghurt cartons soon.
Anyway, a first point in the strategy that I appreciate: This is no advertising. Advertising is what the food industry is doing.
They create something that is interesting (a movie), not something that interrups the movie. On top of that, the movie provides a 'body of knowledge' that:
- provokes competition
- builds opinion that is attractive to adopt and share
- and will be part of people's conversation