Fair Food Network

Double Up Food Bucks Flint Expansion

"Blueprint Interactive is the group I turn to, time and again, for all of my digital and print needs. They are accessible, creative, meticulous, able to handle complex projects, and very ethical. I would recommend them to anyone who wants to be an effective communicator in this ever-changing environment."

- Anthony Garrett, Director, DUFB Flint Communications

Challenge

Fair Food Network wanted to expand their Double Up Food Bucks program in Flint at an especially important time. Certain fresh fruits and vegetables have shown to lower the levels of lead in the bloodstream. Doubling EBT dollars at the farmer’s markets and grocery stores when purchasing fresh fruits and vegetables through the Double Up program would help many Flint residents at a time of extreme need.

While the Double Up Food Bucks program had been running in Flint farmer’s markets for some time, the expansion at select grocery stores would be a new option for shoppers. They needed an integrated marketing program to reach those who would most benefit from Double Up Food Bucks to get them to understand how the program works, sign up, and redeem the benefits.

Approach

To reach this audience, we ran a layered marketing campaign that included billboards and bus signage, direct mail, advertising on TV and radio, in local newspapers, and digital ads on social media and other channels using a variety of matched and demo-targeting methods. We also developed clear, simple in-store/market signage to help customers get more information and identify eligible products.

Results

Over the course of the five-month campaign we enrolled almost 20% of our target audience as new members and saw about 33% of our target audience participate in the program. We nearly doubled the amount of Double Up dollars dispersed from the previous year.

Services Provided

  • Design
  • Development
  • Direct Mail
  • Outdoor
  • Print Advertising
  • Strategy
  • Transit

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