McCracken’s photo & video production fueled epic visuals for Tennessee Corn
ethanol campaign
At McCracken, we understand the importance of approaching our client’s unique goals with a tailored strategy. Faced with the challenge of visualizing and communicating their campaign, our team stepped in to help Tennessee Corn’s “Fueled By Corn” brand with art direction, photo and video production, and project management, which resulted in an asset library of hundreds of stock images, drone footage, and informational farmer interviews.
PHOTO & VIDEO PRODUCTION • ART DIRECTION • PROJECT MANAGEMENT
About
Fueled By Corn
Fueled By Corn is a digital initiative of the Tennessee Corn Promotion Board that’s focused on raising awareness about the benefits of corn ethanol as a locally-grown, green energy source that’s produced by caring corn growers.
Tennessee corn farmers play a crucial role in producing corn-based products consumers use everyday.
Tennessee Corn partnered with McCracken to elevate its campaign visuals by building a photo and video asset library. One of their goals: capture the essence of Tennessee’s corn industry while showcasing real Tennessee corn growers.
Solution
Together we documented how corn farming in Tennessee provides food and fuel while protecting natural resources through a series of on-farm video and photo shoots featuring Tennessee corn farmers planting, growing, and harvesting corn.
Implementation
We were able to help Tennessee Corn strategically plan two on-farm shoots, one during the spring planting season and one during the fall harvest season. Bringing together our team of producers, videographers, and photographers, capturing the stories of real Tennessee corn-farming families.
Knowing that farmers are extremely busy during the planting and harvest seasons, we helped coordinate their shoots, determining how to maximize our time together while getting everything the client needed and more. This meant planning ahead and going in with a strategy, which is always music to everyone’s ears.
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A strategic media plan was developed for a consistent presence in trusted farmer publications and websites. Placements ran year-round and included print, radio and podcasts, digital, programmatic, and paid social.
A social media strategy guided the content for organic social efforts to specifically focus on this campaign on OSC channels. These platforms offered the opportunity to highlight specific checkoff investments and invited engagement from farmers. A specific focus was given to growing up on the farm and experiences that most farmers and farm kids can relate to.
A sneak peek of the results
Since launching in November 2023 our efforts have garnered:
60,141
Video views
2,187
Page views
53,203
Video views
2,187
Site visits
We knew we wanted to communicate the real stories of Tennessee’s corn farmers. With their strategic and personalized approach, McCracken helped bring our vision to life, making us feel like they were as invested in our goals as we were. Their ability to document our farmers provided us with amazing visuals and an array of content that we’ll be able to use for years to come.
CAROL REED
Executive Director
Tennessee Corn Promotion Board
Explore more of our work
Blanchard River Demonstration Farms Network
Ohio Demonstration Farms website
