The National Milk Producers Federation recently recognized Upstate Farms, a part of Upstate Niagara Cooperative, for the company’s “Welcome Back to the Farm” campaign with a second place in the Special Projects Advertising category. The revamped Upstate Farms’ website (UpstateFarms.com) placed third in its category.
To create the campaign, Upstate Farms and Cenergy, of East Aurora, partnered with local photographer Rhea Anna to document more than 13 family farms. The result is a fully integrated campaign that includes TV commercials, mini Web documentaries, point-of sale displays, print, digital and billboard elements.
“We didn’t want it to come off as a slick ad campaign, but more about something that is inherently honest and uniquely American,” said Ken Trabert, creative director at Cenergy.
“A lot of hard work went into bringing ‘Welcome Back to the Farm’ from idea to fruition, and the feedback from our customers has been great,” said Ken Voelker, Upstate Niagara’s director of marketing. “Every one of our farmers has a story and I’m just happy we found a way to share those stories with the community.”