Nancy's Probiotic Foods
Bringing culture to the table
About the Company
Nancy’s Probiotic Foods has been a pioneer in gut health since the 1970s, when the family-run Springfield Creamery became the first U.S. yogurt brand to add live probiotics to its products. Since 2021, WPR has proudly partnered with Nancy’s to amplify that legacy – helping the company grow national awareness while remaining rooted in Oregon values.
Through national product placement, legacy storytelling and creative campaign strategy, we’ve introduced Nancy’s to new audiences without losing sight of the brand’s loyal following built over decades.
The Challenge
Our partnership began with a clear challenge: Nancy’s had one of the most loyal customer bases in the dairy case, but still relatively low national awareness. Our job was to elevate the brand’s visibility while reinforcing key differentiators like strain-level probiotic transparency, family ownership and consistently delicious taste.
The Goal and Strategy
We focused on positioning Nancy’s as the original probiotic yogurt and a trusted authority in the category. Our work uncovered storylines around innovative product launches – like sustainable packaging, oatmilk yogurt and cultured butters – that demonstrated the brand’s forward-thinking approach. At the same time, we amplified the Kesey family legacy across trade, business and consumer media, reinforcing the company’s roots and credibility.
Weinstein PR collaborated closely with the team from Kinship Creative, the creative and social media agency for Nancy’s, to capitalize on timely cultural moments, including back-to-school season and gut health trends, as well as key retail milestones such as national rollouts at Whole Foods.
The Results:
From legacy stories to buzzy product roundups, we’ve secured national and regional media coverage that celebrates Nancy’s as both a household name and a health-conscious trailblazer.
WPR’s multiyear collaboration with Nancy’s proves the power of authentic storytelling in a category dominated by corporate players. By reinforcing what makes Nancy’s different – flavor, integrity and family – we’ve helped position the brand as a modern leader with a 50-year head start.
Key media hits over the years:
- The Kitchn: “The ‘So Creamy’ European-Style Butter That Makes Everything 1,000x More Delicious (I’m Never Baking with Another Brand!)”
- KGW: “How the Grateful Dead helped save Eugene-based Nancy's Yogurt”
- The Takeout: “What Are Probiotics, Exactly?”
- OPB “Superabundant”: “Berry frozen yogurt pops” .
As a third-generation family business, our story has its own personal legacy. WPR took the time to truly understand us and has secured coverage that reflects our values and who we are. As we continue to grow, it’s reassuring to know our story is being shared authentically and our PR and media relations are in trusted hands.”
Sheryl Kesey Thompson
Director of Operations, Nancy's Probiotic Foods
