Situation

There's no fooling conscientious consumers who do their homework and choose responsible brands. They're smart and they believe in a bigger purpose. Illinois corn feeds that bigger purpose – they just don't know it yet.

Objective

Position Illinois corn farmers as leaders and connect with consumers on the longevity and sustainability of family farms, farm families' values and corn farmers' role in the economy.

Approach

We can earn consumers' trust by providing a unique perspective of Illinois corn farmers, demonstrating shared values and farmers' pride. A compelling brand video shows the sustainability of corn for food, fuel and exports. Plus, a call to action to learn more online, allows consumers to connect with corn and the people who grow it. A mix of programmatic digital display, CTV, social and broadcast media advertising exposes the video to millions.

Results

Sharing the many unexpected ways Illinois corn positively impacts consumers and the Illinois economy expands its reach and sparks interest in learning more about Illinois farmers and how they grow corn.

Nearly 10 million impressions from YouTube pre-roll ads and 234,000+ views on YouTube 7,300+ clicks on digital banner ads to learn more and 14,000+ engagements on Facebook More than 6.4 million TV ad impressions, reaching nearly 90% of all area households in key Illinois locations