This ad campaign is for Virginia Grown, a program of the Virginia Department of Commerce and Agriculture to promote local, fresh foods and farmer's markets. This campaign targets the compassionate carnivore-- meat-eaters who want responsibly and sustainably raised meats. The campaign is multifaceted and features posters that link to the Virginia Grown website, butcher paper for certified local meat, a shopper's card that tracks purchases and provides discounts, and an invitation to a dinner party at a fresh-and-local themed restaurant. The invitation serves as a package for a dry meat rub. The meat icon is courtesy of The Noun Project.