CHICAGO, Sept. 20, 2016 /PRNewswire/ -- Health and wellness company fairlife, LLC and digital media company Onion, Inc. are kicking off football season with a new digital media campaign starring coaching legend Jim Harbaugh.
The dairy brand is teaming up with Onion, Inc.'s creative services division, Onion Labs, in a series of digital videos highlighting not only Harbaugh's sense of humor, but his undying enthusiasm for milk.
"Since I was in charge of passing out milk to fellow students in the third grade, I've been finding ways to add milk to my diet," said Coach Harbaugh. "My family loves milk almost as much as I do, and fairlife makes milk even better with more protein and calcium."
The 6-part video campaign, "Harbaugh Highlights," shows Harbaugh in his element, reviewing play-by-play footage. However, the "game" footage is of his wife, Sarah Harbaugh, as she fuels their growing family with delicious fairlife ultra-filtered milk, with Harbaugh providing zealous color commentary. The digital videos will live on YouTube and fairlife's social channels.
"Many people may not realize this, but Jim Harbaugh is almost as passionate about milk as he is about football," said fairlife CEO Steve Jones. "We are dedicated to providing families around the nation with the highest quality nutrition through our fairlife products. This partnership is a fun, unexpected way to bring the fairlife story to new and existing consumers."
Using a one-of-a-kind cold-filtration process, fairlife ultra-filtered milk concentrates the natural protein and calcium found in milk and reduces its natural sugars. fairlife is also lactose free. For the Harbaugh family and others, fairlife offers a more nutritious milk that even enables Harbaugh, also known as 'Captain Comeback' in the videos, to be able to fit into his old football gear.
While Onion Labs has been the agency of record for fairlife's newest brand, YUP!, since July 2015, this is the first time Labs has worked with the flagship brand.
"Jim Harbaugh - and fairlife - have a great sense of humor," said Onion, Inc. Chief Creative Officer Rick Hamman. "Through 'Harbaugh Highlights' we were able to use humor to showcase Harbaugh not only as an enthusiastic coach, but as a devoted father committed to giving his family only the best – fairlife milk."
fairlife is available in reduced fat, fat free, whole and chocolate milk in select stores nationwide. fairlife uses the high quality milk provided by a co-op of American dairy families who lead the industry in their commitments to milk quality, humane animal care and environmental sustainability. For more information please visit www.fairlife.com.
About fairlife, LLC
fairlife, LLC is a health and wellness dairy company that produces and markets premium-quality, value-added, great tasting milk products – from farmers who share your values – crafted into real food nutrition that provides you with the vitality you need to live a fulfilled life. fairlife, LLC's patented cold filtration process filters milk to increase natural protein and minerals and decrease lactose and sugar. In 2012, Select Milk Producers entered into a partnership with The Coca-Cola Company to form fairlife, LLC. The Coca-Cola Company is the distribution partner for the products that fairlife, LLC, creates, markets and sells. fairlife, LLC owns and operates its own state-of-the-art plant in Michigan. fairlife, LLC, produces fairlife ultra-filtered milk, a high protein, reduced sugar great-tasting milk for the whole family, Core Power, a high protein milkshake for athletes and fitness enthusiasts, and YUP!, a delicious line of flavored milks.
About Onion Inc.
Onion, Inc. is a Chicago-based digital media company composed of America's Finest News Source, The Onion; pop-culture sister publication, The A.V. Club; internet culture satire website, ClickHole; creative services agency, Onion Labs; long form content studio, Onion Studios; and full-service production company, Onion Productions.
Founded in 1988, The Onion has become America's most recognizable and prominent source of comedy, with daily coverage of politics, technology, sports, business, entertainment and more. The Onion, The A.V. Club and ClickHole have an audience of over 30 million monthly unique visitors and account for more than 5.5 million Facebook fans, 8.5 million Twitter followers, and 800,000 YouTube subscribers.
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SOURCE fairlife, LLC