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  • GEORGIA FRUIT AND VEGETABLE GROWERS ASSOCIATION
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Services:
Advertising
Messaging
Visual Identity
Content Strategy
Social Media

The Georgia Fruit and Vegetable Growers Association represents Georgia’s second-largest agricultural sector and serves as a unified voice for specialty crop farmers across the south. As global produce continues to increase competitive pressure on local growers, GFVGA needed a bold way to connect consumers with the value and people behind Georgia-grown fruits and vegetables.

GFVGA partnered with Alloy to create an integrated marketing campaign designed to help consumers better recognize, appreciate and choose fruits and vegetables grown right here in Georgia. Our solution blended humor, Name Image Likeness (NIL) partnerships with Georgia-born college athletes and a high-impact paid and organic media strategy to meet audiences where they already were.

The result was Homegrown Guys: a campaign that made local produce feel familiar, fun and worth rooting for — on and off the field.

  • Making locally grown produce culturally relevant

    We leaned into NIL marketing to tap into existing fan loyalty, pairing Georgia-grown athletes with Georgia-grown fruits and vegetables to create instant credibility and emotional connection.

  • Humor that worked harder

    Unexpected, playful storytelling — corn crocs, hydration helmets, cucumber facials — helped the campaign stand out while reinforcing educational messages about buying local and supporting Georgia farmers.

  • A multi-channel game plan

    From organic and paid social to programmatic display and Connected TV, we built a media mix that maximized reach, frequency and relevance across audiences across the state.

  • Turning awareness into action

    Clear, repeatable messaging encouraged shoppers to look for the “Georgia Grown” label at the point of purchase, connecting campaign moments directly to everyday decision-making.

By partnering with Georgia-born UGA football players Oscar Delp and Tate Ratledge, the Homegrown Guys campaign created a powerful parallel between local athletes and local agriculture. The talent brought built-in recognition and trust, while the creative direction ensured fruits and vegetables shared the spotlight. The result was a campaign that felt authentic, entertaining and unmistakably Georgia-grown.

%
increase in social followers across platforms
M
impressions on organic social
K+
engagements across paid and organic media

By blending NIL partnerships, humor-driven creative and a smart media strategy, we helped Georgia-grown produce win attention and gain momentum in a highly competitive market.

We began by defining a clear role for the campaign within GFVGA’s broader mission: increase awareness, education and preference for Georgia-grown produce. Audience insights, seasonal availability and cultural relevance — particularly around college football — shaped both the creative concept and channel strategy from the start.

Integrated execution across channels

Creative was developed to work seamlessly across organic social, paid social, programmatic display and Connected TV. Each asset was designed for flexibility, allowing the campaign to scale across formats while maintaining a consistent, recognizable message.

Ongoing media monitoring & optimization

Throughout the campaign, performance was actively monitored across channels to optimize reach, engagement and frequency. Media placements and creative were adjusted in real time based on audience response, ensuring continued momentum and efficient use of spend as the campaign expanded.

Production with purpose

Local farmers donated more than 2,000 pounds of fresh fruits and vegetables for the shoot, reinforcing authenticity while minimizing waste. Following production, remaining produce was donated to Campus Kitchen at UGA, a student-led hunger relief initiative, extending the campaign’s impact beyond awareness and into meaningful community support.

Don’t Just Take Our Word for It

"Alloy helped us elevate our marketing efforts with very creative ideas including breaking into the NIL space. The team has been professional, easy to work with and ready to problem solve and pivot without ever losing momentum."

— Chris Butts, Executive Director

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