Texas Department of Agriculture
Media Spots
Steel Advertising partnered with the Texas Department of Agriculture to promote Farm Fresh Fridays with a statewide campaign. The campaign encouraged the use of local farm produce in school lunchrooms. Steel created campaign materials including a TV spot featuring TDA’s commissioner making a direct appeal for the adoption of Texas agriculture in schools. The multi-channel media plan included paid social ads on Meta (Facebook and Instagram), X (formerly Twitter), outdoor, TV and radio.
The paid social media placements targeted key influencers and stakeholders, while TV and radio spots reached a broad audience, publicly making a call to support local farmers. Outdoor was used as a more durable format to increase reach and frequency in high-impact areas.
