Project Showcase
Washington State Potato Commission
The mission of the Washington State Potato Commission (WSPC) is to support an economically and environmentally sustainable Washington State potato industry by providing strong leadership and innovation and building partnerships to meet the demands of global consumers.
The Washington potato growers are very passionate and committed to keeping generational farming alive. Many Washington potato growers are part of multi-generational potato farms that have been producing potatoes in Eastern Washington and Skagit Valley for over one hundred years.
VIDEO CAMPAIGN
Generational Farming
VIDEO CAMPAIGN
Sustainability
With the ever-changing world of media, WSPC leaned to Team DMG to produce a video & photo strategy that would stress the importance of generational farming, issues growers are facing, and ways growers continue to advance food health for the consumer and the environment. But how does one make such a heavy list of topics into relatable content that will have a lasting impact on multiple target markets?
Deliverables
46 Formatted Videos
400+ New Photo Assets
Our Approach
Creating a strategy that remained consumable while also informative for all target audiences was DMG’s top priority to ensure success. Working closely with WSPC’s team, we established a roadmap for success.
Kickoff Meeting & Discovery
Location Scouting
Production Plan
Photography Mood Boards
Final Scripts & Interview Questions
Key Grower Information
Photo & Video Shot List
Opportunity
The lack of agricultural awareness and knowledge the public face in 2023 is a real issue. From the growing concern that generational farming will die at the hands of automation and large corporate farming to the lack of understanding as to where the food on your grocery store shelves comes from. The future of the Ag industry and specifically Washington State potato growers are at risk.
After a roadmap was established, it was clear to DMG that the Washington Potato Commission wanted a photo and video package that would stress the importance of generational Washington potato growers and why the public should stand up for them and care to support them.
Solution
Working with Washington State potato growers and their families, DMG created non-scripted video and non-staged lifestyle photography content that would honestly and authentically display the people who grow consumers’ food are and why their support is essential now more than ever.
Results
46 Professionally Produced Videos
Dynamic videos that keep the target audience’s attention. The non-scripted/non-staged approach has created the results that WSPC was looking to achieve and they continue to see longer watch times on all video platforms and higher click-through rates on display advertising.
400+ Professional Photo Assets
Over 400 new photo assets were produced along with video ads for use across all available DMG platforms including, social, native, OTT, pre-roll/streaming, and display.
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