The Client

The Iowa Department of Agriculture and Land Stewardship (IDALS) manages Iowa’s land stewardship and a wide range of agriculture programs that affect the quality of life for every Iowan.


Fruit and vegetable growers in Iowa may be required to comply with the Produce Safety Rule under the Food Safety Modernization Act administered by the FDA. Iowa Department of Agriculture and Land Stewardship provides guidance and training opportunities for those growers and needed to develop their campaign, from messaging and imagery strategy to media planning and placement.


IDALS sought to promote awareness of the Food Safety Modernization Act Produce Safety Rule and web-based training opportunities. The targeted audience for this campaign included fruit and vegetable growers within Iowa. IDALS needed to capture the attention of their audience and direct them to landing pages with available resources.

Our Solution

Moxie collaborated with IDALS to identify their target audience and build professional messaging and imagery to represent the campaign. Together, we strategized a plan to buy digital advertisements in industry publications and social media ads to target key audiences within the
pre-determined campaign timeframe and budget.

The Results

The campaign was deployed on time and within budget and is still going strong. To this date, IDALS has received 2,238 hits to the landing page and 17 people signed up for their training (they consider good attendance to be 15-20 people).