Case Study: Greenhouse Goodness Tennessee Summer Digital Campaign

Overview and Purpose:

DMG partnered with the Ontario Greenhouse Vegetable Growers (OGVG) to create and execute a targeted marketing campaign aimed at increasing awareness and consumption of Greenhouse grown produce in Tennessee. The objective was to position OGVG as a premium, health-conscious option and expand its market reach through strategic marketing and promotional efforts.

Strategy and Execution:

Create digital ads that resonated with the Tennessee consumers through cultural relevant dishes that are popular to Tennessee citizens.

Ads showcased the many fresh and flavorful recipes you can make using Greenhouse grown produce for popular Tennessee summer dishes.

Targeted ads featured 17 OGVG commodities and paired them with fun related recipes for education purposes.

Leveraging interactive digital ad placements allowed us to have a carousel of recipes together that encouraged users to scroll and read the recipe cooking instructions on the ad itself.

Using relevant Tennessee symbols, textures, and colors to relate to the audience’s culture and standout in the busy digital landscape. The creation of a custom “Tennessee Tested Summertime Approved” symbol was developed to resonate with the audience.

Clicking the ad directed users to the Greenhouse Goodness website, where they could explore the full recipe pages or access additional information on the specific commodity.

Why It Worked:

By creating highly personalized ads and transforming a normal static ad into an interactive and dynamic experience. This helped to capture deeper connections and intent with users online, enticing them to follow our CTA.

Instead of focusing on a broad message, we pivoted and focused on an individual user’s journey.

These ads ran from June to September during peak summer months using a mix of drink and food recipes ads relevant to what dishes are popular in Tennessee, mixed in with commodity-based ads that told viewers what best pairs with each Greenhouse grown commodity. Making these ads relatable and easy to understand at first glance.