Plan

Research shows that consumers place high value on local foods and local farms. The relative “localness” infers that the product is fresh, natural and safe and also provides a feeling of community and local economic support.

Based on the growing consumer demand for local products, Garelick Farms recognized a need to communicate that its milk is produced from over 1,000 New England and upstate New York farms.

Rinck Advertising developed an integrated marketing campaign featuring ten farms that produce Garelick Farms milk. The campaign included radio, print, billboards, point of sale materials, public relations and digital content for the company’s website.

Results

Consumers’ perception of Garelick Farms as a local brand has strengthened among consumers. In addition, farmers have come to recognize the brand as an important voice and advocate.