Locavore Farm: Building a Community Around Soil Health and Healthy Foods in Kankakee County
Visit Kankakee County, an accredited Illinois destination marketing organization led by CEO Nicole Gavin, was looking for a hook to draw attention to her service area southeast of Chicagoland.
In a successful 2022 mixed media campaign, GrahamSpencer celebrated the region’s easy access to high quality outdoor attractions and things to do with special emphasis on the remarkably clean and beautiful Kankakee River, which flows through town, and the equally remarkable and lovely Kankakee State Park.
After video and photography shooting wrapped for that campaign, Ms Gavin and her colleague Meegan Massey introduced us to Rachael and Chris Jones of Locavore Farm in Grant Park. The couple had just relocated their organic farm to a much bigger property and they were in the latter stages of barn construction, planning a new spring-fed pond and a dizzying array of other improvements.
Within 15 minutes of having met the dynamic couple, we knew Locavore was the “hook” Visit Kankakee County was looking for. We worked together with the Bureau to craft a plan that resulted in a year-long flighted digital campaign called LOCAVORE: FARM TO FARM TABLE, launched in 2023.
Content is King and the campaign hinges on the timed release of four documentary style video chapters detailing the inspiring and heart-warming Locavore story, from the germ of the idea in suburban Chicago to the expansive wonder that it has become in an calculated attempt to make human connections between visitors and the region.
The campaign soft-launched in early November of 2023 and digital traffic is being driven to a campaign landing page that hosts video and written and photographic content. The page is designed to encourage visitors to explore not only Rachael and Chris’s incredible organic farm, but all that the rest that Kankakee County has to offer.
At Locavore, the Joneses are not just creating healthy food. They are creating beautiful, fulfilling experiences and a community of like-minded people who come from near and far to enjoy their 100-seat table of friendship set on a peaceful Kankakee County pasture. At Locavore Farm, as the sun goes down, spirits rise. It’s the kind of truly unique, inspiring place that any DMO in the country would be proud to feature as a prized asset. We’re feel privileged to tell its story.
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