New York State Grown & CertifiedTurning a seal into a signal New Yorkers trust

Today’s consumers are overwhelmed by a maze of food labels, making it hard to choose confidently and understand what “locally produced” really means. The New York State Grown & Certified program was created to support local farmers by assuring consumers that their food is local and produced to a higher standard. But NYS G&C still needed consumers to recognize and confidently choose its products.

Services

Consumer research
Creative strategy
Creative design
Copywriting
Media strategy, planning + buying
Video production
Social media

New York State Grown & Certified launched “Harvested with Heart,” a campaign built to transform its seal into a signal of trust. Across paid media and owned social, the campaign elevated real farmers and real food, grounding the program in the stories behind the seal. Seasonal storytelling reinforced a key advantage: New York-grown specialty crops are available year-round (if you know what to look for).

Results

35M+ impressions across NYS
27% more consumers purchased G&C products
522K+ ad engagements
14% increase in the number of retailers selling

NYS Grown & Certified - The SEAL tells a story

NYS Grown & Certified - Harvested with HEART

Content focused on proximity, freshness and real economic impact, connecting everyday purchases to local communities and markets. Media strategy prioritized high-frequency visibility across paid and owned social channels. Clear calls to action closed the loop, guiding consumers directly to retail, farm stands and markets where G&C products were available.

NYS Grown & Certified - Apple Butternut Squash Soup

NYS Grown & Certified - Fresh Foods sourced locally

NYS Grown & Certified - New York is a top producer of FRUITS and VEGGIES in the US

NYS Grown & Certified - It's a labor of LOVE

NYS Grown & Certified - I'm so proud to put this product on my FAMILYS table

Creative decisions were built to help tell the story of New York’s tremendous agricultural industry. Hand-drawn elements created an emotional trigger for shoppers, while a unified visual identity helped them quickly identify G&C products. Messaging stayed simple and benefit-led for immediate, emotional clarity: better food, grown locally with care.