MAAB reflects on marketing campaign combining retail promotions, influencer partnerships and digital content designed to drive consumer demand
In the US, the Michigan asparagus season has come to an end with the Michigan Asparagus Advisory Board (MAAB) highlighting a ”strong” campaign.
According to the board, the season saw ”exceptional quality, strong volumes and increased consumer awareness across key markets”.
To support growers and drive demand throughout the season, MAAB said that it executed an integrated marketing campaign combining retail promotions, influencer partnerships, recipe development, digital advertising, video content, and earned media.
The campaign featured giveaways, original recipes, nutrition-focused content, engaging videos, and partnerships with content creators.
“Consumers want to know where their food comes from and how to prepare it in ways that fit their lifestyles,” said Jamie Clover Adams, executive director of MAAB.
“Our digital strategy allows us to tell the story of Michigan-grown asparagus directly to consumers, highlighting the freshness, quality, and value of supporting local agriculture while keeping Michigan asparagus top-of-mind during the season.”
MAAB also implemented a multi-channel marketing programme designed to inspire purchases and keep Michigan asparagus top-of-mind throughout the season, while recipe development also played a role in consumer outreach.
“Every promotion, partnership and consumer touchpoint is designed to support Michigan asparagus growers and strengthen demand for the crop,” noted Adams.
“The success of this season demonstrates the value of connecting consumers with locally grown asparagus, and we’re looking forward to creating even more opportunities for growth in 2027.”
