Georgia Grown, developed by the Georgia Department of Agriculture, helps grow Georgia agribusinesses. And Ideabar is helping grow Georgia Grown.
Ideabar was engaged to increase consumer brand awareness and loyalty of Georgia Grown products and to increase the Georgia Grown membership program. 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 and membership platform.
Our 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.
A 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 about the benefits of buying Georgia Grown products.
In response to COVID-19, a direct-to-consumer campaign and e-commerce database was developed to support hundreds of local businesses. Within 17 days of launch it achieved a record-breaking CTR of 2.56% and increased website traffic by over 200%.