Is there a car more beloved than the Prius? Doubt it.
Toyota knew there were
a lot of people who were contemplating the well-known hybrid, but hadn't made the move. And hadn't noticed the new features and models.
TOYOTA
FARM TO TABLE TOUR
Project type: consumer engagement, sub-brand design, creative execution, event production, video production, public relations, social media, web development
Industry: Automotive
Thus was born the Farm to Table Tour, an integrated PR, social, digital and engagement initiative that brought the 3rd Generation Prius front and center in a fun, trusted environment. We designed the campaign to authentically foster advocacy and attention for the Prius in the target's favorite venue, the community farmer's market.
We created the Farm to Table Tour, bringing some of the best local chefs to farmers markets all over the county to create free tastings using fresh ingredients right from the market. A fleet of shiny Toyota hybrid vehicles looked right at home and gave market visitors a chance to get behind the wheel themselves.
"We designed our campaign to authentically foster advocacy and attention for the Prius in the target's most popular venue, the community farmer’s market. This allowed people to connect directly with the car in familiar setting."
The attention and advocacy created enormous enthusiasm from consumers, local press, online and in blogs, all across the country.
Our online presence followed the tour from coast to coast. We used social channels to let people know when we’d be in their area.
"I work with Toyota Prius and the Farm to Table Tour because I think the people who are shopping at farmers markets are caring about their health, they care about what they eat... they care about the environment and for me, the partnership with Prius makes total sense."
Press Highlights
Our extensive public relations campaign and social media strategy promoted the tour with local, regional and national media in direct coordination with the internal Toyota PR team and dozens of markets and hundreds of chefs.
Here’s what people had to say:
- LoS angeles times
- the washington post
- the oregonian
- Gadling