Client: Co-op Food Stores | New Hampshire Food Alliance

Project: NH Eats Local Challenge

THE PROBLEM  A vibrant and local food system has many benefits. Some of the benefits include reductions in carbon dioxide emissions and energy use, stimulation of local economies, and creation of a greater sense of community. The Co-op’s values of “Nourish. Cultivate. Cooperate.” all tie in with supporting the local food systems of Vermont and New Hampshire. In July 2022, the Co-op was asked to be a partner sponsor for the NH Eats Local August Challenge—it was an automatic yes! The problem was this program had it’s community stronghold in the Durham/Dover area of New Hampshire. Areas west of Concord, NH were less aquainted with this campaign. A second problem is that people are very busy in August with vacations. It is difficult to get the attention of potential participants and have them complete all the steps of the challenge. In the end, the Co-op viewed this program as building awareness about supporting our local food producers, vendors, and businesses.

Project budget: $500

Marketing Manager Erika Gavin decided two gift card bundles valuing $250 each would be enough incentive for challenge winners to drive across the state of NH to use prize and visit our stores.

DESIGNER’S ROLE  April first thought about how she would gauge whether the communication channels used to promote the program actually generated results for the campaign.

Program goal: 10 submitted entry forms listing any Co-op Food Store location in New Hampshire or a Co-op Learning Center class.
- Co-op Market, 43 Lyme Road, Hanover, NH 03755
- Co-op Food Stores, 45 S. Park St., Hanover, NH 03755
- Co-op Food Stores, 12 Centerra Market Place, Lebanon, NH 03766 
- Co-op Learning Center, 12 Centerra Market Place, Lebanon, NH 03766

STRATEGY
Utilize digital communication channels in addition to local food sampling events to promote program:
-Instagram/Facebook
-Eblast
-Digital store monitors
-Sampling events - 8/4 (Lebanon), 8/11 (Hanover) 10 forms were given out total
-Website

PROJECT OUTCOME 
Final results will be available September 15th.