The Sorghum Checkoff has proven, over 10 years, that it has helped producers increase awareness and demand for sorghum. It now needs integrated marketing communication to get that message to its producers.
The concept was to celebrate a 10-year anniversary and highlight everything the checkoff has accomplished for the producers and sorghum as a whole. An inspired video was created that captured the spirit of sorghum producers and the versatile uses of the grain. This was shared through social media, paid advertising, unique logo designs and a new website that tied it all together.
The video, housed on the new website, captured the attention of the audience and communicated the checkoff’s message creatively and effectively.