Digital Advertising: Politico Weekly Agriculture

I worked with American Farmland Trust to concept and write a digital advertising campaign in Politico’s Weekly Agriculture email newsletter. The messaging goals were to raise awareness about how organic and regenerative agriculture contribute to solving climate change. Because the newsletter for this digital advertisement was being sent on Halloween, we came up with the tagline of “It’s no trick! Organic and regenerative agriculture help solve climate change.”

The advertising opportunity also included text box placements throughout the newsletter. I wrote explanatory content about organic and regenerative agriculture aimed primarily at policymakers’ staff and politically active consumers.

The content resulted in a click-through rate of almost twice the average rate for ads in the newsletter, meaning more readers became aware of how their food choices can impact climate change.