Industry

  • Food
  • Agriculture

Service

  • Marketing
  • Social Media
  • Brand Strategy
  • Public Relations

Corny Humor Really Does Promote NY Agriculture

We created a “Soy Corny” comedy club to bring awareness to the New York Corn and Soybean Growers Association. And the results… were poppin’!

New York Corn and Soybean Growers Association

The Challenge

Outside of the combine, most New Yorkers could use a little more knowledge about corn and soybeans in the state. Agency 29 created a cross-channel Harvest Season campaign to raise awareness about New York corn and soybeans. The goal? Bring growers and consumers together online to learn more about corn and soybeans (and have fun!).

The Results

29,136

Contest entries

58%

Increase in Facebook followers

$0.33

Cost per email capture

How We Did It

New Yorkers from up and downstate share at least one thing: humor. Our creative direction focused on creating a “Soy Corny” comedy club. We developed custom illustrations to turn corn and soybeans into comedian characters to bring the campaign to life.

This #SoyCorny comedy contest included a harvest meter that tracked the 2020 corn and soybean harvest and shared jokes that were submitted in the contest.

NY Corn & Soybean Growers Association New York Farmers Campaign Landing Page

Recognition

This campaign won FIRST PLACE in the Best of National Agri-Marketing Association (NAMA) social media campaign directed to consumers category for NAMA Region 6.