Innovation In Sweet Potatoes
Innovation in and on the farm has proven to increase the safety of products produced, yield of crops and better quality for the end user. Scott Farms aimed to showcase innovation in sweet potatoes, focusing on the technology behind the scenes of the product. Scott Farms’ campaign highlighted the benefits of these innovative measures to industry professionals and consumers alike. This technology allows them to grow, pack and ship higher quality and more consistent products while building brand awareness to the consumer.
Scott Farms spent the 2016 growing season documenting the entire process of growing sweet potatoes from plant mircopropagation to the shipping of product through video. This nine-month endeavor encompassed focusing on the process and the technology that made it possible. The campaign began with a promotional farm video, which led to cable television broadcasts on the Discovery Channel and RFD-TV. The broadcasts were geared toward viewers with an interest in farming and technology. Scott Farms also teamed with Raleigh, NC-based restaurateur Jason Smith of 18 Restaurant Group for recipe development via web cooking demonstrations. Scott Farms also engaged with consumers on the various uses of it branded fresh items.
Generating more than 5 million broadcast views on the Discovery Channel and RFD-TV, the campaign video went on to garner more than 22,000 online views and 47,000 social media interactions. As a result, website visitors increased in the six-month campaign over the previous six months in total page views by 127 percent and total users by 114 percent. Gaining additional traction, the campaign also generated more than 70,000 traditional media impressions.