Lifeway Foods to launch its largest ever US print advertising campaign on May 5 with full-page ads focusing on the theme #MotherCulture, a play on words invoking both company's cultured dairy products and maternal nurturing of healthy children
MORTON GROVE, Illinois
April 24, 2014
– Company's Largest National Media Spend to Date Begins May 5 in People Magazine
Leading kefir manufacturer LifewayFoods, Inc. (NASDAQ: LWAY) will launch the largest national print advertising campaign in its 28-year history on May 5 with full-page ads focusing on the theme #MotherCulture – a play on words invoking both the company's cultured dairy products and the maternal nurturing of healthy children and society through food, attention and love.
Images in the initial ad feature Lifeway CEO Julie Smolyansky exposing a pregnant belly as well as snapshots of Smolyansky's two young daughters, including one sipping the company's organic ProBugs kefir product from a colorful no-spill pouch. The headline proclaims that "It all starts with the #MotherCulture," and product images range from adult-oriented Lifeway Kefir beverages to Lifeway ProBugs for younger children, Lifeway ProBugs Blast for older kids, and healthy 90-calories-per-serving Lifeway Frozen Kefir for sweet treat lovers of all ages.
May and June ad placements will include People, American Baby, Health, InStyle and Shape.The ads invite readers to share their parenting stories, photos, recipes and other contributions expressing what the term MotherCulture means to them at the hashtag #MotherCulture, with the goal of creating an interactive dialogue about the parenting experience.
"This campaign was inspired by the fact that everything starts with a mother. That includes kefir, which is made from milk fermented with kefir 'mother' cultures," Smolyansky said. "As a mother of two myself, I'm interested in feeding my children nutritious foods, creating a healthy environment for them to grow up in, and empowering other mothers and fathers to do the same. With #MotherCulture, we can share our experiences to collectively build a healthier and more empowered community."
The ads support Smolyansky's other efforts to empower women around the world. The youngest female CEO of a publicly held company when she took over her father's kefir business in 2002 at the age of 27, Smolyansky is currently a member of the United Nations Foundation's Global Entrepreneurs Council (GEC), a maternal health advocate with Christy Turlington Burns' Every Mother Counts organization, and an advisor to the 1000 Days advocacy group dedicated to promoting better nutrition during the critical 1,000 days from pregnancy to age 2. She is also the founder of Test400k, a nonprofit organization dedicated to ending the backlog of 400,000 untested rape kits in the U.S. as well as ending violence against women both domestically and globally.
About Lifeway Foods, Inc.
Lifeway Foods, Inc. (LWAY), recently named one of Fortune Small Business' Fastest Growing Companies for the fifth consecutive year, is America's leading supplier of the cultured dairy products known as kefir. Lifeway Kefir is a protein-rich cultured dairy product that contains 12 exclusive live and active probiotic cultures. In addition to its line of drinkable Kefir products, the company produces a variety of Frozen Kefir and probiotic cheese products. Lifeway also sells frozen kefir, kefir smoothies and kefir parfaits through its Starfruit Cafe™ retail stores.