Know Your Farm Campaign utilizes non-traditional advertising and media placement for the promotion of Morningside Farms. It provides the market and the farmer a connection, experience, convenience, and knowledge of the company and its offerings. This campaign takes advantage of the lack of knowledge when it comes to organic. This campaign will be using experiential marketing, and multi-sensory marketing, as suggested by authors, experts and farmers, researched and interviewed by the researcher. This campaign also trigger the motivational factors and values of its market, which is the importance of family. It also familiarizes the people on the benefits of organic farming, assist the farm in promoting their products benefits to the market, and encourages the market to eat the right kind of food, stay fit, and healthy.

The concept behind the visual design is the key characteristic of the Filipinos who put their families first and wants the best for their families. The visual design also took inspiration from the characteristic of Filipinos who loves to eat. That is why the visual shows chopping board, fresh vegetables, calligraphy fonts, and hand draw drawings in order to incorporate a feeling or remind them of ‘home’. It is manifested in a sense that there is familiarity, ‘food memory’, and ‘childhood memory’ that is also strengthened by the warm color palette of the posters. The warm palette reminds them of afternoon spent outside, basking in the sunshine of childhood memories.

The visuals reminds them, or brings them back to the time when they are still constantly reminded by the parents to eat healthy and live healthy. The value of caring for family, and getting to know each other as children grow up, and knowing the value of home cooked foods is reminded and cherished in this campaign. So that, as the target market ages, as they probably know a thing or two about the value of taking care of oneself, with the products of Morningside Farms, they’ll be able to take more care of themselves, their families, in or outside the workspace.

Organic Farming is a farming process where there is no use of pesticides, chemicals, and synthetic fertilizers. It does not only help its consumers’ heath, but also help the environment maintain its biodiversity and soil quality. Morningside Farms is a Participatory Guaranteed System 100% organic farm located in Pangil, Amadeo, Cavite. This farm edge is that it offers organic vegetables that is priced the same as commercial vegetables. Unfortunately, according to the findings in the survey, majority of the respondents are not aware of the farm at all.

With it, the researcher found out in the course of her research that to penetrate the market, she must attract the niche market with the use of non-traditional media to save cost, and maximize reach. A key finding in her research stresses the importance of experience of the consumers. This experience develops personal relevance, importance, interest that together derives the motivational state. Another finding concluded that consumer perceptions about organic food is highly subjective. That is why consumer based approach is important not only for consumers, but also in terms of responses to change in market dynamics. This is related to how narrative emotion is related to food memories. It is said that people’s thoughts, feelings, and actions cumulate over the lifetime that affect their physical, psychological and emotional state of well-being. This approach towards the market attributes the big idea behind this campaign.

To get to know more of the market, the researcher interviewed practitioners, advocates, farmers who practice organic farming. She immersed herself with organic farming by having an actual experience of how it is when a farm is organic. She also read and studied international and local practices involving organic farming, agriculture trends, techniques, and global consumer preference towards organic. She also conducted surveys to both Cavite and Metro Manila areas to understand her market needs, wants, and preference.

Know Your Farm Campaign utilizes non-traditional advertising and media placement for the promotion of Morningside Farms. It provides the market and the farmer a connection, experience, convenience, and knowledge of the company and its offerings. This campaign takes advantage of the subjectivity of perceptions when it comes to organic, brand preference, experiential marketing, and multi-sensory marketing, as suggested by authors, experts and farmers, researched and interviewed by the researcher. This campaign also trigger the motivational factors and values of its market, which is the importance of family. It also familiarizes the people on the benefits of organic farming, assist the farm in promoting their products benefits to the market, and encourages the market to eat the right kind of food, stay fit, and healthy.

Knowing where the market’s produce comes from is very important. It will give the market peace of mind, clarity, and safety. With Morningside Farms, the researcher can guarantee, of its legitimateness and competence. It is farm deserving of the consumer’s familiarity. That is also why the researcher would like to remind the market that another farm can mislead people easily. However, if the market really get to know where their food comes from, it will make a big difference. Not just in terms of their health, personal well-being, but with their connection to God and the environment.

To the future researchers of the same topic or anything relate to agriculture, health, food safety, and food production, the researcher recommends to conduct and in-depth research on topic. The researcher also recommends to reading and knowing of the global practices and trends on the topic as it will add further insight into the topic. This is important because the future researchers must understand the gravity, significance, and effect of the campaign they are building.