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Palmetto Series

Food & Beverage

AAF of the Midlands Silver
Silver Wing - Award of Excellence in Social Media

In South Carolina, we’re hardly strangers to the historic Carolina vs. Clemson rivalry. But now, this friendly competition just got a little more healthy.

palmettoseries.com

Results

Since kicking off on 8/4/2015, the Certified SC Grown Palmetto Series has scored big. Facebook and Twitter content has generated more than 1,107,000 impressions, 21,000+ shares on Facebook and nearly 13,500 engagements on Twitter.

Objective

Take advantage of one of the most legendary rivalries in all of college and leverage its popularity to create a preference and demand for locally grown produce from South Carolina.

Strategy

Create a partnership between the South Carolina Department of Agriculture, the University of South Carolina and Clemson University that encourages support of local farms and farmers with the same passion they have for their teams.

Tactics

A fully integrated multimedia campaign, including television, radio, banner, print, scoreboard signage, PR, social, media relations and POP materials as well as a website and various promotional items.

Print advertising features fruits and veggies that have been treated as if they were sports equipment. We even turned a Certified SC Grown stand into a half produce, half sports stand for TV and in-store POPs.

Along with a comprehensive website that shows the Palmetto Series score, users can also see the Carolina vs. Clemson schedule, register to win prizes and learn more about Certified SC Grown products.

In-store POPs are cut-out so fans can take their picture with Cocky and the Tiger.