Art Direction | Concept Work
For the SC Department of Agriculture, getting consumers to buy food local to South Carolina is easier said than done. And for consumers, choosing SC local food is often trumped by price or convenience. For this pitch concept, our team specifically targeted the convenience aspect of consumer’s decision making.
People have their tried-and-true grocery routines, so to ask someone to drastically change a behavior that’s ultimately rooted in efficiency isn’t realistic. The solution was simple: don’t encourage consumers to buy all SC local food, just add a little. The power comes in compounding: every individual decision to purchase local food adds up to greater SC Grown brand awareness and, ultimately, a greater impact on SC agriculture.
This campaign ultimately didn’t make it to production, but these were ideas and executions that our team explored.