MINNEAPOLIS (July 23, 2020) – For the second consecutive year, Padilla earned the Golden ARC de Excellence (Best in Show) Award during the Golden ARC Awards ceremony, sponsored by the Agricultural Relations Council (ARC).
The Golden ARC Awards honor stellar work created by public relations professionals in the agricultural industry. The Golden ARC de Excellence is given to the best all-around entry in the campaigns division.
Padilla, and its FoodMinds division, earned the Best in Show award with Produce for Better Health Foundation (PBH) for the “A Recipe for Success: Fruits and Vegetables are Key Ingredients for Healthier, Happier Lives” entry.
PBH is a non-profit, member-based organization that works with industry stakeholders and public health leaders to increase Americans’ produce consumption by supporting scientific research, consumption insights and creating consumer engagement opportunities. With consumption down and member engagement lagging, PBH identified the need to rebrand itself in a bold way, specifically targeting Millennials and Gen Z. Padilla and FoodMinds created a new campaign, including a comprehensive rebranding effort, to reintroduce PBH among its members, industry stakeholders and consumers. The result was a new upbeat and engaging Have A Plant™ consumer campaign and a new PBH brand, digital ecosystem and influencer network.
In just six months, the new campaign reached 165 million people through social media, webpage views and media coverage alone – inspiring people to eat their fruits and veggies. Preliminary data on regional produce sales showed an average 600% sales lift for participating produce companies. Even better, it helped PBH attract 11 new members, and encouraged 55% of its base to increase their contributions to the organization.
The agency won an additional five awards during the virtual awards ceremony:
CAMPAIGNS
Marketing Communications for Non-Ag Audiences (Golden ARC Award)
A Recipe for Success: Fruits and Vegetables are Key Ingredients for Healthier, Happier Live
Produce for Better Health Foundation
Marketing Communications for Ag Audiences (Golden ARC Award)
Sounds Like Magic, Works Like Science – Launching Source
Sound Agriculture
Corporate Social Responsibility and Sustainability (Golden ARC Award)
Cracking Global Hunger: The Hatching Hope Global Initiative
Hatching Hope and Cargill
TACTICS
Digital and Social Media: Video (Merit)
Digital and Social Media: Social Media (Merit)
These are the Heroes Who Nourish
Feeding Intelligence
View a complete list of winners at AgRelationsCouncil.org.
About The Agricultural Relations Council (ARC)
The Agricultural Relations Council is the only association dedicated to serving the unique needs of public relations professionals working in agriculture, food, fiber and other related industries. ARC is a conduit for problem-solving, idea-sharing and collaboration among members, who share a passion for excellence in public relations.
The Golden ARC Awards Program began in 1990 and came to be recognized as the most esteemed award in the agricultural public relations industry. The restructured contest reflects the many hats worn by today’s PR practitioner – with categories recognizing everything from full campaigns to tactics such as media relations and innovative new uses of social media.
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