Gleaners Food Bank of Indiana
2023 Grow Fresh Campaign
Strategic Planning • Campaign Development • Social Media • Influencers • Paid Digital • Creative Development • Grassroots
Gleaners
The 2023 Summer Grow Fresh Campaign was focused on building awareness of the Gleaners Food Bank of Indiana SNAP outreach program and nutrition initiatives. The creative concept and messaging was developed around neighbors being able to obtain seeds and starts to grow their own nutritious food as an option to help with food insecurity.
This campaign ran for three months and included organic social, paid social, geo targeted paid display, grassroots efforts and an influencer campaign. All tactics drove to a campaign landing page.
Bohlsen Group was tasked with a smaller than normal campaign budget and to strategically plan how to spend that restricted budget wisely over the course of the three months.
In paid social, Bohlsen Group ran two different versions of the ad, one static and one video to A/B test the effectiveness with the audience. It was uncovered that the audience resonated more with the video with over 93% of the engagement happening with that creative element.
For paid geotargeting ads, Bohlsen Group targeted a variety of places where the target audience may be, including but not limited to food resource centers, SNAP benefit locations, low-income daycare centers and low-income apartment complexes. Although this tactic was less efficient when it came to spend, it reached a very targeted relevant audience.
As an additional takeaway for this campaign, Bohlsen Group developed a recipe and growing tips booklet that was used at events where seeds were being distributed to give neighbors tips on how to grow and ideas on how to use their veggies or herbs in recipes.
For this campaign, Bohlsen Group engaged with local influencer Jason Michael Thomas (JMT) a local urban farmer. JMT did a live planting and growing your own food demonstration at Gleaners for neighbors to attend to kickoff the campaign in May. JMT also did a series of quick videos on tips and tricks for first time growers on his social media platforms which lead to an above average engagement rate. As a bonus, JMT also appeared on WISH-TV’s Life.Style.Live segment to promote his partnership with Gleaners.