A 2022 Purdue University study found that only 33-37% of statewide survey participants were aware of the Indiana State Department of Agriculture’s “Indiana Grown” program. The client not only wanted to increase awareness of the program, but raise its profile beyond the Indianapolis metro area. Our research revealed the highest concentration of shoppers at farmers’ markets — Indiana Grown members’ biggest sales channel — were married women 25-44 with a degree. We pinpointed audiences further on traditional buying power, influence on buying, and psychographic characteristics.

THE PAYOFF

A curated mix of traditional advertising tactics such as billboards and TV, as well as programmatic digital, CTV, and social media, allowed us to target specific audiences while increasing awareness on a large scale. Our “Local is the Label” campaign expressed the value of Indiana Grown as a designation for homegrown Hoosier products, with the landing page pulling in nearly 4X more visitors over the campaign’s five-month period. Anecdotally, Indiana Grown vendors received feedback from customers about how they had seen the ads and billboards driving their visits.