When news programs began running stories about the danger of “Frankenfoods,” the United Soybean Board and National Corn Growers Association knew they had a problem — particularly given genetically modified crops account for such a high percentage of the U.S. corn and soybean crop.
In addition to concerns about GMOs, misconceptions about pesticides, the environment, animal welfare and the death of the family farm were eroding the public’s trust in our food system. Most troubling in this emerging debate was the exclusion of growers from the conversation.
Science Alone Doesn’t Cut It. Earning trust takes emotion. Fortunately, research revealed farming ranks as one of the most respected occupations. With women making more than 70% of the food purchases in the United States, the key was connecting with this audience in a relatable way.
We developed CommonGround, a grassroots program fostering conversations about food among female growers and their urban peers. Leveraging a digital platform to share content and stories, CommonGround helps volunteers speak publicly about food production. This includes interacting with the media, engaging in online conversations and even participating in fun social content. Partners have included the United Soybean Board, National Corn Growers Association and commodity organizations in 20 states.
- Branding & Communication Strategy
- Design & Packaging
- Media Planning & Buying
- Public Relations
- Research & Marketing Intelligence
- Social & Content
- UX & Interactive Development
Website traffic increased YOY among women 25-45 in urban areas
Views of videos in the first two weeks
NAMA National Grand Champion Award, Best of Show Digital, First Place Social Tactic and Website Directed to Consumers
Team grew from 14 volunteers to a network of over 200 spokeswomen