More than a year ago, we put together a campaign for Fresh on the Menu that reinforced the importance of supporting local farmers and restaurants. It was when many restaurants were serving take-out only or were closed altogether – and the timing couldn’t have been worse. The height of the SC agricultural season was just around the corner. But in the pandemic world, it meant that the extensive amount of produce and other goods, that South Carolina farms depend on selling to restaurants, all but dried up.
Fast forward to today, and there is light at the end of the fennel. And, while many farms and restaurants have persevered through the pandemic (a moment of silence for our favorites that didn’t), there’s no better time to show our support and appreciation for the fresh, locally grown ingredients that are used at our favorite restaurants, cafés, diners, bakeries, BBQ joints, mom-and-pops… well, you get the point.
That’s where our latest Fresh on the Menu campaign comes in - and we’ve done a little freshening up.
You may have seen the latest TV commercial featuring the song Come and Get Your Love, an iconic song by the 70s funk rock band Redbone, along with some enticing ingredients and dishes, as well as some amazing special effects.
Fresh on the Menu is a program put together by the SC Department of Agriculture to help support local farms and restaurants. Through the newly designed and updated website, FreshOnTheMenu.com, it’s easy to find nearby restaurants that source at least 25% of their ingredients from South Carolina. That means when you’re dining out, you know you’re supporting local farms and farmers. It’s where farm-to-table comes to life.
Part of the campaign also features print ads that don’t showcase your typical food beauty shots. Instead, the idea is that Fresh on the Menu restaurants’ food is so good (thanks to local ingredients), the food was too good for the ‘before shot’ that people so often take.
And, like any good integrated and engaging communications, we were sure to include our special recipe of social media.
That includes ad placements and videos (cutdowns of the TV spot) on Facebook and Instagram. And people are showing their love. Across all placements, we’ve seen more than 1,740 clicks, 30,470 post engagements, 17,546 video views and nearly 400,000 overall impressions – all since April 12th.
Now that patios and dining rooms are open across the state, let’s all support local and choose Fresh on the Menu during a time when farmers and restaurants need it more than ever before.
Thinking about hitting the refresh button?
Before you go, take a look at some other work we’ve done for the SC Department of Agriculture and Fresh on the Menu.
#CertifiedSEWE: The Southeastern Wildlife Expo is an annual Southern staple for outdoorsmen & women who also love to eat.
Fresh is Best: We found a fun and innovative way to engage millennials while also increasing participation in the Fresh on the Menu program.
It’s a Matter of Taste: Taking the Certified SC Grown brand into phase two of its development called for changing the tagline and serving up a bounty of scrumptious meals around tables across the state.
If you like what you see, reach out to us. We would love the opportunity to discuss with you how we may help you freshen up your brand or marketing strategy. Complete this simple form and Elizabeth Wynn, Vice President of Client Engagement and Account Supervisor for the South Carolina Department of Agriculture, will be in touch.