Peanut Program Works


Powell Tate partnered with the Southern Peanut Farmers Federation to develop and execute an integrated campaign to protect the "Peanut Program" provisions in the 2018 Farm Bill that work for farmers, consumers and rural communities.

Peanut Program Works


Powell Tate partnered with the Southern Peanut Farmers Federation to develop and execute an integrated campaign to protect the "Peanut Program" provisions in the 2018 Farm Bill that work for farmers, consumers and rural communities.

Challenge


The Peanut Program has long upheld widespread support among peanut farmers, farming communities and elected officials. During consideration of the Farm Bill in Congress opposition to the peanut provisions surfaced, that would effectively gut the Peanut Program and the security it provides to peanut farmers.

Insight


The national media tends to cover the Farm Bill once the text is near-final and close to a floor vote. This insight underpinned our strategy to focus our media efforts locally in the Southeast to reach policymakers and influential stakeholders at key decision points while the 2018 Farm Bill negotiations were underway.

Execution


Powell Tate created the “Peanut Program Works” campaign to communicate the many benefits of the Peanut Program. The branding and messaging – deployed via our campaign's microsite, advocacy video, email & direct mail, congressional testimony, and collateral materials – brought a human face to the policy challenge.

Impact


Funding Secured

As a result of the direct mail that educated our hyper-targeted local audience and drove them to the campaign microsite, placement of op-eds which were syndicated by more than 22 outlets in the USA Today network, grass roots mobilization to engage targeted U.S. senators on the 2018 Farm Bill’s provisions, the final version of the bill signed into law by the President included language favorable to peanut farmers.

Work