Texas Department of Agriculture
Graphic Design • Strategy • Print/Promo
Background
The Texas Department of Agriculture is a government agency that provides economic development to Texas communities, administers the National School Lunch and Breakfast Programs for Texas school children, advocates and administers grant funds to Texas farmers and ranchers, and regulates all fuel pumps, pesticides and organic products for consumer protection. TDA also markets Texas produced products, cultures and communities through the GO TEXAN branded campaign. When the Marketing Coordinator for the Trade and Business Division contacted Big Hit Creative to discuss the idea of an AgriTourism Campaign to Farmers Market patrons, we were “all ears”.
Strategy
Since we were talking Agri-Tourism, our strategy had to start with taking a traditional approach to reaching Texas Farmers Market patrons in select areas. In order to appeal to Farmers Market goers, we thought, the best way to give one that vintage, old style, roadside farmers market experience is to go out and experience it on our own. So, we took a drive out to a couple locations, including Dallas one weekend. We walked around, shopped and experienced the honest magic in it’s most simplistic sate. Spoke to the people, took pictures, sampled some of the freshest fruit and enjoyed the smiles and laughs of little children. There’s nothing like the healing of human fellowship to keep you in touch with reality.
Results
Our team managed to create breathtaking original photography, custom graphic elements and printed collateral that not only represented The Department of Agriculture’s true vision for Agri-Tourism but reflected the heart and soul of the Texas Farmer’s Market Community. With the knowledge gained from speaking with local farmers, patrons, and agricultural experts we were able to create a handful of indelible traditional collateral pieces that were distributed across the State of Texas. Among those were Farmers Market Spotlight Cards that highlighted certain vegetables, showcasing it’s nutritional values, seasonal availability and helpful tips for growing. The entire committee fell in love with the campaign stating, “the printed and physical versions kept getting better”, even more so that the digital proofs”. Some of the committee’s favorites including the Commissioner were the Agri-Tourism Presentation Folders, Farmers Market Shopping Bags, Seasonal Produce Availability Charts, Brochures & Recipe Cards.
