ELMHURST 1925

World's Happiest Cows

Background: Elmhurst Dairy started out in the 1920's when Max and Arthur Schwartz purchased a small herd of cattle and escorted them across the Williamsburg bridge. The brothers made a business hand bottling milk and delivering fresh dairy the old fashioned way.

"Since these humble roots, Elmhurst has grown to be one of the largest dairy manufacturers on the East Coast, supplying a metropolitan area of seven million people. Recently Elmhurst has made a major shift to lead the plant-based revolution. Now simply called Elmhurst, its minimally processed nutmilks are just as nutritious and pure as its famous conventional milk, with none of the emulsifiers, thickeners or stabilizers used in other leading brands."

Credits:

Brielle A. Daly

Art Direction

Copywriting

Insight: Elmhurst began by selling real cow's milk and has now shifted to nut based milks for both health and ethical reasons. Healthwise, our society is finally becoming aware that cow's milk contains the hormones, lipids, proteins, etc. intended for a baby calf to grow into a healthy adult cow. Just as all mother's milk, it contains high levels of estrogen not meant for daily consumption. Dairy intake is linked to the development of obesity, diabetes, and heart disease. On the other hand, ethically speaking, there is no humane way to mass produce dairy. A cow must be kept pregnant in order to produce milk, mother's are separated from their calves at birth, and beatings of animals are a regular occurrence on farms providing milk to local grocers. Such cruelty has been made public in recent animal rights campaigns, which is shedding a new light on the real world products consumers are funding.

Idea: "World's Happiest Cows" - Elmhurst knows best of all that the happiest cows are the ones who aren't living to be milked. Take it from the old-timers who've come to change their ways. Elmhurst has seen past the old "does the body good" myth and so should you. Be a part of the milking revolution.