Citrus Strong PR Campaign
- Public Relations
- Consumer Outreach
- Government + Organizations
- Social Influence
California citrus has a significant impact on the economic and cultural health of California and the physical health of the people who eat it. Despite the benefits the industry provides, key decision makers lacked awareness and understanding about the role the citrus industry plays in California.
With AdFarm’s help, California Citrus Mutual created Citrus Strong, a public relations campaign to inform and facilitate conversations between growers and target audiences.
AdFarm branded Citrus Strong and developed a full communications plan that celebrated the industry’s pivotal part in the economic, environmental and personal well-being of California. Pieces included:
- Message matrix – set of messages used to guide all content
- CitrusStrong.com – central hub for Citrus Strong messaging, as well as a place for target audience to interact with actual growers
- Internal launch event – digital and printed pieces shared with all grower members
- External launch event for legislators and staff – interactive art event where motion-tracking software allowed attendees to create digital art that put a personal touch on Citrus Strong
- Social media outposts – ad campaigns and influencer identification tools built an audience that matters