Elect Local Food? Support Local Food?
‘Tis the season for endless fields of political signs. Yet, one sign in particular caught our eye the other day as we walked through Tacoma’s North Slope neighborhood. It was a green sign, remarkably similar to the political signs, advertising one of our favorite things – local food.
Terra Organics is a family owned company now based in Tacoma that provides home delivery of fresh, seasonal produce while supporting sustainable farms. Their signs have appeared in yards and are occasionally intermixed with the current crop of political candidates. We asked Dan Hulse, the owner of Terra Organics, for a few comments on his non-traditional ad campaign:
What was your inspiration – your lightbulb moment that resulted in this particular ad campaign?
A friend of a co-worker ran a campaign for a school board position in Tacoma. I noticed his signs immediately and then realized that over the course of an election season, I would unconsciously catalog all election signs everywhere, and that I thought an awful lot about each sign’s general appearance, from color combos to taglines to the different font sizes. I figured I was probably not alone and that a yard sign campaign would be a great way to help promote the Terra Organics brand. Our initial concept for the signs had additional verbiage – “Select” appearing in front of Terra Organics, and “(L)ocal” as the party affiliation – in the end, though, we went with the simpler design.
What kind of feedback have you received?
A big motivation for us is that we have a large virtual community, and we wanted to somehow get the community to make connections with their neighbors that are also Terra Organics customers. So far, only about 10% of our customers have taken the signs. We have been chastised on our blog by a guy in Seattle who accused us of “cheapening Democracy.” But mostly I think people just think that they’re clever. And I hope that means that when they think about buying local, healthy food and supporting organic farms, they think about Terra Organics.
More information at Terra-Organics.com
Filed under: tacoma-business
17 comments
R Rob October 26, 2009
Catchy idea. Too bad it’s not legal…
P Patricia October 26, 2009
@Rob – How is it not legal? If someone builds a deck or fence, they often hang a sign on it saying who built it. This is just a sign on private property saying they use a service. Do you know the TMC or RCW that would apply? And why that wouldn’t apply to those other signs I mentioned?
N Narndt October 26, 2009
Regardless of how noble the business is, I’m not a fan of this. First of all, Like Rob says, it’s illegal. Second, no matter how cute, it’s Spam. Get on Twitter, get on Facebook, but please stay out of our yards and public right of ways. Who here likes ClearChanel? This is like micro ClearChanel, except it’s better…it’s free! Nothing personal Terra, I like you, this is just bad business.
K KevinFreitas October 26, 2009
It’s a great/clever ad campaign for a fantastic company. But, @Rob is right — the signs in the public right-of-way (e.g. along Schuster) are illegal. Codes that allow/protect the political speech of campaign signage don’t protect company ads in the same places.
Great viral idea, indeed. Bad form considering Terra represents quite the opposite image that spamming our roadways with illegal ads portrays.
C Carla A. Gramlich October 26, 2009
I call these signs, political or other advertising, litter on a stick. Check out after an election and see the litter. I wish that they were all illegal. If they can’t make them illegal on private property, then they certainly should be illegal on public right away. It would be interesting to know the real law concerning this matter. Also, A frame type signs on sidewalks are a trip hazard and an eyesore.
Y You're Welcome October 26, 2009
Re-reading the article, I think the signs are in the yards of willing customers. It doesn’t sound like they randomly tuck the signs in along roadways.
Anyway. I like it!
S Scott October 26, 2009
Off site advertising requires a permit. Doesn’t matter if it is on public or private property… that just changes what part of the code you are in violation of.
The signs in yards where contractors are working/have worked are also illegal, but they might argue that they are on site advertising since the company is working there. Still no sign permit, so still illegal. Title 18 contains the PCO covering it, and I’m sure Tacoma has a similar code.
D Douglas Tooley October 27, 2009
Private yards, okay by me, especially in campaign season. FWIW, I doubt all the SafeStreets signs are illegal…
Saw one today near 34th Avenue South, looks like a dynamic, growing company.
Smart marketing too, it’s a lot cheaper to deliver to a neighborhood where you already have customers!
6 6ther October 27, 2009
I’ve never even seen one of Terra’s signs… just like all the other signs I no longer see. It’s like garbage that’s been somewhere for so long, it becomes practically invisible.
N Narndt October 27, 2009
Private yards, public parks…it doesn’t matter. This isn’t smart marketing, it’s Spam. Hold on for a sec, if you’d excuse me:
@@@@@@!!!///////This November remember to vote BAD BOYS BAIL BONDS! Exercise your right, your right to the FASTEST RELEASE POSSIBLE!! We’re not Republicans, we’re not Democrats, We’re LIBERTARIANS! Liberty IS our business! Special Election Day discount to all Exit133 readers! Just minutes from jail! You may have lost your right to vote, but that doesn’t mean you can’t have your Freedom this November! @@@@@@@////////!!!!
Annoying? Oh well, it’s my private comment space, and I really like Bad Boys Bail Bonds and what they stand for and I think inserting random promos into blog comments is a super genius marketing idea. I mean, the eyeballs are here, so why not?
“Why not” is because no one reading this blog is asking to see random promos in blog comments, just like no one walking or driving by your house is asking to be pitched. And this isn’t my own private blog comments space, it collectively belongs to Exit133, just like your yard is your yard, but collectively belongs to Tacoma.
Yikes, looking back at what I’ve written I see that I’ve really produced a zinger here. Calming down now. Marketing stickler going to sleep. :)
P Proctor-ite October 27, 2009
I’ve seen these signs all over Gig Harbor, on public right of way, but I hadn’t seen any in Tacoma yet. Obviously it’s working – a lot more people are aware of them now, and the signs are fairly attractive. But I would agree that they are litter. I think companies with a “green” ethos need to be particularly careful about how they are selling themselves…
G gritcitygirl October 28, 2009
well aren’t you all a bunch of grumpy-pants.
none of you are invited to my next dinner party. guests at my table need to have at least a mild sense of humor.
P Papasan October 28, 2009
How is it that THIS is illegal: If the sign is placed on a citizen’s property by the owner and not encroaching the public right of way when all these campaign signs, posted on PUBLIC property by politicians and OBVIOUSLY encroaching upon the public ROW is legal? Explain it to me as though I’m a five year old, because, as an adult, it’s not making any damn sense.
I would be willing to start an initiative to the citizens of Tacoma, BANNING ALL CAMPAIGN SIGNS ON PUBLIC PROPERTY. ALL campaign signs on PUBLIC property. NOT those on private property placed with permission of the owner speaking their Constitutional rights, but those on public easements, rights of way and medians.
ENOUGH of this. It’s time. Of course, the politicians will fight it. Guess why?? IT AFFECTS THEM.
R ronda October 28, 2009
I think as long as they clean them up so they don“t litter, it is a great idea. It caught my eye on Ruston Way.
N Narndt October 28, 2009
Spam is not a great idea. See this for what it is. Ignore the cutesy element. This is junk email. Worse, this is more like a real-life phishing scheme. You are being tricked into looking at them! This is advertising Terra is NOT paying for and placing on public property. If I see em’, I’m yanking em.’
S Squid October 28, 2009
Papasan@13: Where do I “sign”-up? Count me in.
Anyone else notice the irony that all these supposedly “green” candidates (and companies) are using weather-proof corrugated plastic signage? Carbon footprint reduction my a$$.
Y You're Welcome October 29, 2009
Catch 22 isn’t it? Nobody can be 100% green! Us just being on our computer increases our carbon foot print. But you take a company that uses organic produce AND most of it by local growers that supports our local farmers and protects some of our land from sprawl… Oh and it’s a local company that brings revenue and jobs to Tacoma…