Delaware Locally Grown Marketing Campaign Boosts Sales
Delaware Farm Bureau reports that its 24-week digital campaign to market the state’s specialty crops not only increased consumers’ awareness of the benefits of locally grown specialty crops but compelled them to put more Delaware-raised fruits and vegetables in their shopping carts. The campaign spanned two years, running 12 weeks at a time, and was funded through a specialty crop block grant from USDA. Delaware Farm Bureau worked with iHeartMedia, which helped them create eye-catching images that were used on social media platforms, web banners, and on the app. Ads were designed to make consumers more aware of where their food comes from and where they could buy fresh produce near them. A total of 22 edible crops were featured for one week each, and locally grown Christmas trees were featured for two weeks. Survey results indicated 97% of consumers learned more about the crops Delaware Farm Bureau promoted, while 95% percent of the survey participants intended to eat more of the crops and 91% percent said they had eaten more of the particular crop that week after hearing or seeing an ad.