Freight Farms pioneered the concept of the container farm, an innovation that set the stage for a generation of vertical farming systems. Freight Farms offers a self-contained hydroponic growing system, with integrated software to create a consistent and efficient production model designed to make fresh food more accessible.
While their category leadership had generated brand awareness, it was not translating into sufficient sales.
HOW was brought on to develop a cost-effective strategy to generate sales of their container units. The target was niche – those who had the assets to buy a unit as a way to give back to the community through the output of the vertical farming … and perhaps make some money along the way.
Included in the targeting were early adopters who resonated to the idea of being in the vanguard of healthy growing, for themselves and their families.
Because of the unit economics, the campaign could not involve any real media investment.
After a thorough analysis and vetting process, we recruited 13 influences, who we sent on a docu-style “Freight Farms Tour”, visiting existing units, meeting owners, exploring the benefits to the local community.
One highlight was the Plant Kween, whose energy was irrepressible and whose content went above and beyond our agreement thanks to their sheer delight in the Freight Farms opportunity.
A highly effective ROI for a niche community