Harris Farm Markets and creative agency Workshop are inviting people to have their say in how fresh vegetables are grown via a new social media campaign.
Titled ‘The crop’, the campaign launches today on Facebook and creates the first fan-grown harvest. The campaign is designed to educate people on the farm-to-store process.
People who join the Facebook page can help cultivate a real crop of vegetables and be involved in making choices from what crop is grown to actual farming decisions. The campaign will culminate with fans being able to go to their nominated Harris Farm Market store to collect the vegetables they’ve helped to grow.
Fans can choose one of three vegetables (broccoli, bok choy or leek) they would like to farm, and then collectively help to tend the crop via Facebook including decisions on how to grow the crop and monitoring the crops’ growth.
The campaign is supported by integrated marketing communications aimed to engage Harris Farm Markets' existing Facebook fans, eDM database and shopper audience.
As part of Workshop’s broader communications strategy, public relations specialist AC Agency has been engaged to launch "The Crop" to key consumer media/journalists/bloggers.