Sorghum Checkoff harnesses Google to boost awareness, demand
The campaign will center on increasing consumer appreciation of the bakery ingredient.
The United Sorghum Checkoff Program (USCP) has announced its strategic partnership with Google to increase sorghum consumer awareness through innovative marketing strategies. USCP is a producer-funded national organization dedicated to improving the sorghum industry and representing sorghum farmers across the US.
USCP will leverage Google's expertise in digital marketing to create consumer awareness campaigns that promote the sustainability and health benefits of sorghum and its versatility as a food ingredient. USCP recently led efforts to develop and launch a new campaign for this partnership, titled “Sorghum. Food’s Best Kept Secret.” to showcase and offer a new whole-grain option for consumers. The campaign's ads can be viewed on The Sorghum Checkoff’s YouTube channel, Sorghum. Nature's Super Grain and are powered by Google Ads, leveraging Google's expertise in digital marketing.