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Scoring big with a homegrown NIL campaign
The Partner
The Georgia Fruit and Vegetable Growers Association (GFVGA) represents our state’s second-largest agricultural sector—fruits and vegetables. GFVGA provides a unified voice for Southeast specialty crop farmers, advocating for more efficient production and greater awareness of the health perks of local produce. Their mission includes promoting the need to “buy local” and cultivating a deeper connection with Georgia farmers and those who love their fresh fruits and veggies.
Opportunity
GFVGA wanted to get more people to shop for “Georgia grown” at their favorite grocery store, particularly as global produce increasingly threatens competitiveness of our agricultural products. Seeing what The Partnership had recently done in the Ag space, GFVGA came to us wanting a similarly fun, attention-getting, educational campaign that hit home at peak seasons.
Approach
- Strategic Timing: Marketing efforts were strategically designed to coincide with the start of University of Georgia’s football season.
- Educational Focus: The campaign aimed to educate consumers about the benefits of buying local produce, such as:
- Supporting the local economy
- Promoting “fresher tastes better” messaging
- Reducing environmental impact
- Multi-Channel Strategy: The campaign featured a diverse mix of channels to reach the target audience, including:
- Paid Social
- Organic Social
- Programmatic advertising
- Retargeting
- Landing Page
- Creative Direction: We hit the NIL deal head on. Our humor campaign introduced elements of truth and playfulness by showing student-athletes in unexpected, light-hearted scenarios that shared the spotlight with fruits and vegetables. From comfy corn crocs and smoothie hydration helmets to cucumber facials and mini fridges, our set and storylines were overflowing with fresh fruits and veggies, thanks to a couple truckloads of fresh crops from local farmers.
Impact
Our farm-fresh campaign is currently capturing the attention of both sports fans and primary household shoppers, creating entertaining and memorable connections—for the win.
