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Fresh on the Menu

When our clients at the South Carolina Department of Agriculture asked us to revamp Fresh on the Menu, we jumped at the chance to create a consumer-centric approach to what was a business to business program. freshonthemenuapp.com
Results

We have added 300 restaurants to the app - a list that continues to grow as more and more consumers are seeking out locally grown food.

Objective

Increase participation in the Fresh on the Menu program, a distinction given to restaurants who source 25% of their menu from Certified SC Grown foods.

Strategy

Create an app for foodies to use to find locally grown food in restaurants both where they live and where they are visiting in South Carolina.

Tactics

Before we launched the app for consumer use, we started to revamp the program with a sell-in kit to the restaurants who we wanted to participate. From there, we built the content for the app and then began to market it statewide through outdoor, print and online messaging.

What Does It Do?

In addition to showcasing the restaurants who serve Certified SC Grown food, the app also includes a chef bio, a recipe from the restaurant and a feature on the farm that supplies the food.

Best of Show

The app and the marketing materials to support it have won big at local, regional and national competitions. The campaign took home Best of Show from both AIGA and the American Advertising Awards.