Trace the Roots of Your Food

Food & Beverage

AAF District
Charleston AMA Spark! Award
AAF Midlands Best of Show
AAF Midlands Best of Broadcast

Celebrating Certified SC Grown’s 10th anniversary by introducing consumers to a few of the more than 26k+ farmers who grow produce and make products across the state.

certifiedscgrown.com/farmers

Results

Awareness and preference increased, while the website and social channels became more engaged. Online pageviews increased by 111%. Programmatic and YouTube placement provided 1,125,028 total video views and significant social growth occurred on Facebook, Twitter and Instagram.

Objective

Inspire & engage South Carolinians to choose local Certified SC Grown over other produce and products from across the country or over the border.

Strategy

Celebrate the agrarian history of South Carolina and evoke a sense of nostalgic pride in where we’ve been by focusing on a new generation of farmers that take us into the future.

Tactics

Roots is a content-rich campaign that features two television spots, 20 :15 farmer videos in both horizontal and vertical format, 20 full-length farmer videos and a landing page that hosts all of the long form videos. In addition, banner ads, print ads and social content push people to the landing page.

Real farmers. Real stories.

Over the course of this campaign, we have featured 20 different farmers and their families.

Branded Content Delivers

Using a variety of video content, we drove traffic to the farmer page of the Certified SC Grown website to increase readership on all that the SC Department of Agriculture is doing to help increase our state’s per capita income, one farmer at a time.