The Georgia Grown program was developed by the Georgia Department of Agriculture, to promote a statewide community to support the agriculture economy. Ideabar was engaged to make Georgia Grown a consumer brand that resonates with shoppers and to promote the program to current and potential partners by showcasing the benefits of the membership program throughout the state. To elevate the Georgia Grown brand, Ideabar refined the brand positioning, developed insight-driven brand campaigns, refined integrated media strategies and developed a dynamic user-friendly website.
A creative campaign promoting fresh spring produce drove 6.2MM TV impressions and 17MM digital impressions during a 4-month flight, surpassing all historical campaign benchmarks. The integrated media campaign and in-store grocery promotion increased shopper awareness and demand.
The website transformation resulted in a new cross-platform design system that combined various Georgia Grown websites into one and enhanced the membership portal encouraging new registrations and a simplified renewal process.
Refined brand positioning led to a new brand campaign that was integrated into state-wide school promotions and incorporated into the website messaging to educate Georgians that when you buy Georgia Grown products you are supporting your local farmers, families and the state you call home.
In response to COVID-19, a direct-to-consumer campaign and e-commerce database was developed to support hundreds of local businesses and within 17 days achieved a record-breaking CTR of 2.56% and increased website traffic by over 200%.