(Posted Fri. Mar 27th, 2015)
Against strong competition, including Chipotle’s negative Farmed and Dangerous campaign, leading industry publication PR Week recently awarded its prestigious Arts, Entertainment and Media Campaign of the Year award to the consumer campaign surrounding the 2014 documentary FARMLAND. The film debuted in more than 170 theaters, enjoyed ticket sales that were 84 percent above initial expectations – and with the assistance of USFRA partner organizations, has been screened more than 1,000 times.
The film has also earned a 94 percent positive audience rating on review site RottenTomatoes.com. The related website FarmlandFilm.com garnered 322,280 unique visitors and helped attract more than 100,000 Facebook fans, with media efforts generating about 62 million impressions total. Surveys revealed that 53 percent of the primary target audience was aware of the documentary, and 46 percent were familiar with the U.S. Farmers and Ranchers Alliance – a 91 percent increase from 2013.
“USFRA is proud to be recognized by PR Week,” said USFRA CEO Randy Krotz. “We couldn’t have achieved what we have without the vision of Director James Moll and his team, the support of numerous individuals including present and former staff, USFRA’s board members who immediately embraced the opportunity and many, many others. USFRA is committed to taking the message of farmers and ranchers to unexpected places, as we did with FARMLAND, and we will strive to look for innovative and unique ideas that will continue to foster consumer dialogue around food in America.”