Integrated Public Relations & Advertising Campaign

Situation/Goal:
Maine’s potato industry nourishes the state economically, culturally, and historically.
However, too few people know that this traditional industry also upholds a strong commitment to innovation and is constantly evolving with the hope of raising the bar for excellence nationwide. Our objective was to raise the industry’s visibility and value statewide.

Strategy & Solution:
After conducting personal interviews with farmers and industry leaders, we developed a campaign coined “Innovation at Its Best: Innovative Technology, Innovative People, and
Innovative Markets.” We developed a comprehensive press kit, media pitch, and print and radio ads. We complemented our campaign with a newsletter, industry report, etc.

Outcome/Results:
Our media relations campaign was a success. In addition to small-scale stories around the state, we collaborated with media on two huge feature stories: a front-page story in the statewide newspaper MaineBiz and a front-page business story in the Maine Sunday Telegram. One of our farmers highlighted in the campaign was even chosen on the NEXT List (10 people shaping Maine’s economy). Our advertising efforts led to extensive buzz, especially in Augusta where the Maine Potato Board plays an active and critical role in shaping legislation as it relates to Maine’s agricultural industry.

In collaboration with Huard Marketing