Colorado Proud, a 16-year-old consumer awareness program within the Colorado Department of Agriculture, came to Philosophy Communication with two clear objectives:
Our goals were clear, but our path to get us there was not. The Philosophy team came together and thought – thought about our own experiences with Colorado Proud, thought about the impact of agriculture on our state and thought about how best to take an already-successful program and make it even more so.
We kicked off our campaign with a “Follow Your Fruits & Veggies” Journey, encouraging consumers to follow their produce along from seeds, fields and farms; to growing and harvest seasons; to grocery stores and farmers markets; and finally to plates and mouths. We created a program that took us on a 29-day statewide community-to-community road trip, setting up shop at farmers’ markets, grocery stores and festivals.
We wrapped up the journey at the end of August with a chef-prepared, Colorado-ingredient culmination event. To engage even more Coloradans, we tapped traditional media and enlisted the help of an unlikely social media influencer: Ralph the Rex. We also engaged consumers directly with farmers through a series of GoPro videos, filmed by farmers, showing Coloradans a-day-in-the-life of a Colorado farmer.
The Colorado Proud “Follow Your Fruits & Veggies” Journey was a huge success, reaching more than 58.5 million viewers through media, social media and events. Considering Colorado’s statewide population is just north of 5.5 million, on average we connected with Coloradans 10 and a half times.
News stories and social media engagement focused heavily on showcasing Colorado’s agricultural landscape and “what’s next” for Colorado’s local food and ag industry. News also included stories about real farmers, highlighting the bounty of our farmers and growers. At the end of the campaign, we conducted the wrap-up consumer behavior survey and found that 84% of Coloradans said they would buy Colorado produce if it was labeled as such, up from 66% of Coloradans saying they would buy Colorado produce a year earlier.