Situation

Sustainability definitions are evolving. Consumers want their product choices to be good for them and good for the planet, so they’re rallying behind relatable sustainability topics. Unbeknownst to them, many farmers are proudly but quietly working to be part of these
sustainability solutions

Objective

Increase Chicago parents and health and wellness influencers awareness of and support for Illinois farmers’ efforts to solve some of our society’s biggest environmental challenges.

Approach

Using the themeline of Innovation Grows Here™, we pair an Illinois farmer with an industry or technical expert to talk about a specific challenge, and the ways farmers are working on solutions in the documentary-style videos. Through a fully integrated digital and social campaign, videos are primarily shared on YouTube and Facebook while we leverage pre-roll and CTV for additional promotions.

Results

The Innovation Grows Here campaign showcases on-farm innovations and positions Illinois farmers as part of the solution – ultimately building consumer trust.

Result: Had more than 4.6 million video views The Innovation Grows Here page is the second most visited section of WatchUsGrow.org, with over 28K pageviews Result: 1.3 million video views