Communities Take Root was a program dedicated to planting fruit orchards across the US. Consumers voted for the most deserving organizations, not only driving engagement among voters but creating communities of ambassadors pushing toward a common goal… a fruit orchard for their neighborhood.
Through this campaign, we were able to curate hundreds of heart-felt stories and testimonials across the country, and publicize these stories to media to create an emotional relationship with the brand.
Take for example Byron Buffalo, a community leader at his Indian Reservation in Ziebach County, South Dakota – the poorest county in the country. With this fruit tree orchard, Byron called for his community to plant seeds for the next generation, and to rise and up and grow to reach their potential. Byron – who had no cell phone and/or internet access , and the closest town was almost 40 miles away – had his story syndicated on Associated Press, USA Today and Forbes, and reached thousands of people through this campaign.
This is one of many stories from the winners of the Communities Take Root campaign, including: a small community in Alaska that suffers from health concerns due to limited access to fresh produce, a hospital in San Francisco that uses tending to the fruit tree orchard as a form of therapy for its patients, to a FEMA lot in Iowa that is rebuilding the community after a natural disaster.