Every two years, the South Dakota Corn conducts consumer research to determine what topics are most important to consumer audiences.
In 2018, more than 400 consumers who live in more urban areas responded to the online survey by indicating that they want to be more informed by farmers about agricultural practices, and they want to make sure that farmers are doing the right thing for the environment.
South Dakota Corn Rolls Out a Response
South Dakota Corn has been conducting an annual advertising campaign for the past four years, with each year focusing on a topic that consumers care about. The 2019 advertising campaign from South Dakota Corn focuses entirely on educating consumers about modern agricultural practices and reassuring them that South Dakota corn farmers are committed to using good environmental practices.
The campaign will be executed in TV, digital, print and radio formats, with a special focus on precision agriculture, cover crops and soil health. Monthly content will discuss conservation, harvesting practices, water quality and tillage.
Old Idea, New Look & Feel
“We’re going back to the original ‘This is Farming’ campaign that resonated very well with consumers,” says Teddi Mueller, SDCGA Director of Marketing and Legislative Issues. “The campaign will take a more educational approach, discussing farming practices and the science behind why farmers do what they do.”
Although the campaign harkens back to a theme that South Dakota consumers may recognize, the campaign has been thoroughly jazzed up with a new look and feel. The campaign will feature upbeat animations overlaid with real video clips and illustrations to demonstrate farming practices.
“We’ve never done anything like this before,” says Mueller. “This is South Dakota Corn and corn farmers’ chance to share about the agriculture industry, because consumers are paying attention.”