RALEIGH – The N.C. Department of Agriculture and Consumers Services was awarded the 2015 Marketing Excellence Award by the North American Agricultural Marketing Officials during the association’s annual meeting last week, the department said in a release.
The award is presented to the top state or provincial agricultural marketing program in the United States and Canada. North Carolina was chosen from a pool of three finalists to receive the award for its rebranding of Got to Be NC, the state’s official identity program for agricultural products.
“The best part about our department is our employees,” Agriculture Commissioner Steve Troxler said in a statement. “This award is a great acknowledgement of the innovation, hard work and passion our Marketing Division has for promoting North Carolina agriculture.”
According to the Agriculture Department release, the following facets of the Got to Be NC program, initially launched in 2005, won the accolade for N.C.:
- In early 2014, Got to Be NC partnered with three state commodity associations promoted N.C. agricultural products in grocery stores across North Carolina. The campaign included a series of in-store samplings, custom signage in the produce sections and recipe tear sheets.
- Got to Be NC also was a title sponsor for the highly successful Got to Be NC Competition Dining Series (competitiondining.com). The series consists of single-elimination, “Iron Chef”-style battles between local chefs, with each contest featuring a secret N.C. ingredient.
- The rebranding of Got to Be NC included a statewide advertising campaign and new television commercial with the tagline, “Grown. Raised. Caught. Made. Got to Be NC.” The department also launched an official Pinterest page to highlight recipes featuring North Carolina agricultural products and food businesses.