Ever since, 2018, the province of Limburg had been promoting the short chain products made by local potato farmers, beer brewers, drinks manufacturers, egg farmers, fruit and vegetable growers, beekeepers, horticulturists, poultry farmers, fish farmers, wine makers, dairy producers etc. to the public. All these people provide a rich and enormous assortment of high-quality products, grown and made right here, that flies under the radar too often.
In these corona times, it’s incredibly important to keep the chain and the contacts as local and as safe as possible. That’s why the province called upon Pubmarket! to give their digital platform a big boost. Via newspaper ads and a social media campaign, producers from Limburg were stimulated to add their products to the platform. Local consumers were actively informed about the local offer in their region.
The ads directed to two different target groups appeared in full-page format in Het Belang van Limburg. The social media campaigns were target specifically to only Limburg consumers. Two generic campaigns to stimulate local consumers to buy locally. Two regional carrousel ads for North & Middle Limburg and South Limburg respectively that put the spotlight on local producers.
The campaigns scored exceptionally well: a huge reach for the foreseen budget, very low cost per click and high engagement rate. Pubmarket! provided the strategic advice, the copywriting, the graphic design and the targeting.
Pubmarket! is convinced that this campaign will help turn short chain sales into a durable success, even after Covid-19.