Hawaii Department of Agriculture Launches Statewide Marketing Campaign
The General Appropriations Act of 2017 (Act 49, SLH 2017) appropriated funds for the fiscal year beginning July 1, 2017 and ending June 30, 2018, to the Agricultural Development and Food Security Special Fund, section 141-10, Hawaii Revised Statutes. Allowable uses of this fund include activities intended to increase agricultural production or processing that may lead to reduced importation of food, fodder, or feed from outside the State.
The EATLOCAL18_TV campaign requests proposals that encourage consumers statewide to increase consumption of locally grown fresh and value-added agricultural products through a television campaign. The proposal should support statewide campaigns such as the “Buy Local, It Matters” call-to-action program to increase the demand for locally grown and value-added agricultural products. The EATLOCAL18_TV campaign shall include at least one quantifiable/measurable outcome that demonstrates how the project increased food security through television messages that encouraged consumers to EAT LOCAL. This can include, but will not be limited to measuring impressions, consumer feedback, estimated viewers and/or number of television spots. The project should move Hawaii towards food self-sufficiency and increased food security.
The EAT LOCAL18_TV campaign should promote the EAT LOCAL message via a television campaign. Promotion via social media, print or retail campaigns will be solicited separately. To achieve this goal, the HDOA announces the availability of up to $99,000 in program funds for one project to promote the EAT LOCAL message through a television campaign. The campaign shall apply statewide over a 12-month period and must include metrics that provide measurable outcomes which demonstrate that the campaign reached a high number of consumers statewide.
Offerors are urged to use the Seasonality Chart, located on the HDOA website (http://hdoa.hawaii.gov/add/files/2013/01/buyfreshposter2.pdf), as a reference to promote at least one fresh commodity, one protein and one value-added product per quarter during the campaign. This solicitation is for proposals that will use television as the primary tool to promote the EAT LOCAL message. Offerors are encouraged to add other innovative promotional activities that would provide quantifiable measurable outcomes which demonstrate an increase in impressions to encourage consumption of Hawaii-grown and Hawaii-made agricultural products. The campaign must promote beef, eggs, fish and milk as part of the EAT LOCAL message.
Scope of Work:
Eligible proposals shall describe a 12-month statewide television campaign to promote and market at least one fresh commodity, one protein and one value-added product per quarter. The products must be grown, raised or produced in the state and the project must include metrics that provide measurable outcomes which demonstrate that the campaign reached a high number of consumers statewide. The project must promote, at a minimum, beef, eggs, fish, and milk.
State Priority Categories:
Project proposals and goals should focus on the following state priority categories:
- Include additional quantifiable/measurable outcomes which demonstrate that the campaign reached a high number of consumers statewide;
- Demonstrate innovative ways to promote the action to EAT LOCAL through television;
- Move the State towards food self-sufficiency and sustainability;
- Feature farmers, farms, producers and commodity;
- Connect the local food item to the farm, to the farmer and its path to the plate;
- In addition to promoting beef, eggs, fish, and milk, promote a variety of other local agricultural products and their industries including, but not limited to, other dairy, eggs, fish (marine or freshwater), livestock (cattle, goats, sheep, swine, poultry), organic, specialty crops (definition of specialty crops https://www.ams.usda.gov/services/grants/scbgp/specialty-crop ), and value-added (manufactured, processed).
EATLOCAL18_TV funds will be awarded to one project, maximum budget of $100,000, which will be completed within 12 months after contract execution. Project funds will likely be available June 2018.
February 2, 2018
Hawaii Department of Agriculture (HDOA) EATLOCAL18_TV
Market Development Branch
1428 South King Street
Honolulu, HI 96814-2512
Finn Partners and Hunter PR are food PR firms.