Cultural Context
While the location of the audience, in Benton and Upper Lane County, is important for the purpose of access to Turpen Family Farm’s physical location, the purpose of this campaign is to target a specific subculture in which members value healthy lifestyles. The first norm of this group is the value of local products. They often shop at health food stores and farmers market to meet their desire for healthy, fresh and organic produce and farm products; in this same vein is the value of products and foods that are “natural”. Turpen Family Farm already sells eggs and produce at both health food stores and farmers markets, already using the healthy and local display for their products. This campaign will allow them to access more
While the location of the audience, in Benton and Upper Lane County, is important for the purpose of access to Turpen Family Farm’s physical location, the purpose of this campaign is to target a specific subculture in which members value healthy lifestyles. The first norm of this group is the value of local products. They often shop at health food stores and farmers market to meet their desire for healthy, fresh and organic produce and farm products; in this same vein is the value of products and foods that are “natural”. Turpen Family Farm already sells eggs and produce at both health food stores and farmers markets, already using the healthy and local display for their products. This campaign will allow them to access more