Best PR Campaign Submission
Georgia Farm Bureau
Goal: Expand GFB's audience and ability to advocate for farmers by building stronger connections with existing members and attracting new members.
One of the primary goals of Georgia Farm Bureau’s PR department is to help the general public understand the purpose of Farm Bureau and the importance of supporting local farmers in Georgia. GFB recently introduced a new mascot, a loveable farm dog named Lucky, to help strengthen connections with existing members and to attract new members. Studies show that mascots can be a powerful tool to improve brand recognition and brand affinity. We confirmed this first-hand as we watched our members quickly fall in love with Lucky, especially our most engaged members. Lucky also constantly opens new doors for us with people who wouldn’t normally engage with Farm Bureau or care about agriculture. Lucky provides a fun and approachable way for new people to talk with us and learn about what we do.
Lucky has become an important part of Georgia Farm Bureau’s brand and is a significant tool in helping us connect with both new and existing members. This expands our ability to share messages important for farmers, encourage advocacy during an election year, build membership and strengthen the voice for farmers in Georgia.
The Lucky campaign is very comprehensive, covering a wide variety of communications. Please see samples of each below:
Farmers Grow Christmas Memories
Lucky was featured on a :30 Christmas commercial that aired statwide on network television, cable, streaming platforms and digital platforms. Studies show that people love Christmas ads. These sentimental ads don’t just tap into seasonal joys, they tap into our brain’s associations and can help brands build invaluable positive and lasting connections with their audience. In “Farmers Make Christmas Memories”, Georgia Farm Bureau combined this strategy with their loveable farm dog mascot and a Christmas tree farm.
Marketing Material
Lucky T-Shirts
In 2023 GFB sold shirts featuring Lucky. One had camo (made up of agriculture shapes) in the shape of Lucky's outline, the other was created specifically for Sunbelt Ag Expo and gave homage to their original logo. The Sunbelt shirt was made 100% out of cotton grown on the Sunbelt Expo property.
Vinyl Decals
GFB printed and distributed thousands of vinyl decals featuring both the Federation website and the Insurance website in 2023.
Lucky Fans
Georgia Farm Bureau gave out 500 fans at the Georgia National Fair featuring Lucky's head.
Lucky Yard Signs
Georgia Farm Bureau distributed hundreds of die-cut yardsigns around the state encouraing people to learn more about Georgia agriculture here. Lucky also was featured in the sign promoting the Georgia Farm Bureau Passport, which is displayed at all 90+ Certified Farm Markets.
Plush Lucky
Plush Lucky Dogs are given out around the state by county offices and at Georgia Farm Bureau events.
Email Signature
Lucky has his own email signature and often sends emails out to staff.
Ag-Themed Dog Bandanas
Lucky Buttons
Instagram Reels
"National Dog Day"
"Feels Like Summer - Summer Commodities"
"A Farmer And His Friend"
"You've Got a Friend in Me"
"Heart Health Month - Farm Dogs Are Good for Heart Health"
"Lucky at the Georgia National Fair"
"Lucky Celebrates Independence Day"
"Lucky and Elf on the Shelf"
Social Graphics
Celebrating National Dog Day
Happy Halloween from Lucky!
Lucky and Friends Looking Dapper in Commodity Ties
Celebrating Georgia Farm Bureau's 86th Birthday
We're sticking with our Bulldogs after their SEC Championship loss
Lucky loves to celebrate all of the holidays, especially St. Patrick's Day!
A Peek at Little Lucky
Lucky in Action
Lucky has been infused into everything we do at Georgia Farm Bureau.
Driving Event Themes - 'Diggin' In'
Each year Georgia Farm Bureau selects a theme to carry through all of its events to really drive a message home. In 2023, the theme was centered around Lucky and was used in all events that year, from the Women in Ag Summit to Annual Convention.
At GFB Events
Here Lucky is pictured with Georgia Governor Brian Kemp and Marty Kemp right after Governor Kemp spoke at Georgia Farm Bureau's Annual Convention.
Lucky in GFB Advertising
Lucky helps us stand out and more effectively promote membership, as seen through this fun example for an ad in the Georgia Cattlemen's Association program.
Engaging Kids for Ag in the Classroom
Adding Life to Communication Pieces
Georgia Farm Bureau uses the friendly Lucky cartoon to make all of our communications feel more accessible and less boring. Here is an example of a business card staff carry with them to use when talking with people interested in becoming a member. The card has a QR code to the Join Now page.
