Casey's Pizza Partnership Boosts Illinois Farm Families Awareness
The Work
We developed a social media awareness campaign centered around one of the Midwest’s staple foods: Casey’s pizza. Knowing the strong regional affinity for this brand, we partnered with Casey’s to deliver messages about Illinois farm families directly to the hands and homes of consumers. Timed to coincide with National Pizza Month, the campaign launched with teaser content in the final week of September 2023 and rolled out a full-scale social media push throughout October. Content was strategically designed and targeted to resonate with key audiences. Branded handouts accompanied each pizza box. They featured creative messaging that highlighted the role of real farm families in growing the ingredients that top each slice.
Approach
In Illinois, 96% of the state’s farms are family-owned and operated, but many consumers are unaware of this. This creates a disconnect between people who grow food and those who consume it and contributes to misconceptions about how food is produced and who is behind it. Illinois Farm Families® (IFF) set out to shift the narrative by increasing visibility of farm families and creating a deeper connection between Illinois consumers and the families who feed them. To bring this vision to life, IFF created We are the 96, an ongoing campaign to raise awareness of the people growing and raising food with care.
Bringing the Partnership to the Pizza Box
QR codes on Casey’s pizza boxes connected consumers directly to Illinois Farm Families, creating an easy way to learn more about the farmers behind their food. Illinois farmers also received boxes of their own to share on social media, extending the partnership beyond the store and bringing authentic farmer voices into the campaign.
Extending the Story Across Social
Social media extended the Casey’s partnership beyond the pizza box, using engaging content to connect consumers with Illinois farmers and the role they play in producing everyday favorites. Campaign content highlighted the farmer stories behind the partnership while creating approachable, shareable moments designed to build awareness and strengthen the connection between food and farming.
Giving Fans More Ways to Engage
Custom stickers gave the partnership another fun, shareable way to come to life. Featuring Casey’s and Illinois Farm Families branding, the designs helped reinforce the campaign message while creating a memorable visual connection between pizza, farmers and the food consumers enjoy.
Results
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273.2Ksocial media engagements were earned through likes, comments, clicks and views.
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8.83Kpage views to the Illinois Farm Families website.
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120+QR code scans
