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Fresh is Best

  • AAF Midlands Best of Show
  • AAF Midlands Gold - Integrated Campaign
  • AAF Midlands Best of Interactive
  • AAF Midlands Silver - Poster
  • AAF Midlands Silver - Chef Video Campaign
  • Silver Wing Best in Show - Poké Plate Campaign
  • Silver Wing - Award of Excellence in Social Media
  • Silver Wing - Award of Merit in Creative Tactics

The Fresh on the Menu program exists to support our farmers and agricultural communities – helping boost the State’s largest economic sector.

Freshonthemenu.com

Results

In two weeks, we gained over 250 app downloads, added 1,300 followers on social networks and made more than 450,000 impressions. Since the program’s inception, 81% of South Carolinians and 93% of millennials living in SC say they are more likely to dine at a participating restaurant.

Objective

Drive awareness and highlight the importance of connecting restaurants with farmers in South Carolina to ensure support of the state's economy.

Strategy

Create a fun and innovative way to engage millennials and increase their participation in the Fresh on the Menu program.

Tactics

A living wall installation was accompanied with an image recognition app so people could scan and watch video content from local chefs. The supporting social campaign utilized Twitter, Facebook, Instagram and Snapchat to boost fan engagement and encourage downloads of the app.

A garden that’s also an ad

The Blippar app allowed us to add video content and the ability to download our Fresh on the Menu app to our beautiful living wall, as well as our print ads and posters.

Understanding the audience

Knowing that our audience loves a good photo opp, the wall served as a great place to engage on social channels. The #freshisbest hashtag was trending.

Go Pokemon Go

In the middle of our campaign, the Pokemon Go craze hit the east coast. We capitalized on that, creating lures to get players to certain places where we could engage them in a conversation about the Fresh on the Menu app.

Serving up local

Not only did we talk up the reasons why to choose a restaurant that serves local food, we also offered fresh produce to those who stopped by.