Perdue’s Big Digital Win
There’s a fundamental conflict between some environmental activists and many regional farmers. When that conflict came to a head in Maryland, Perdue came to the rescue – with a potent digital campaign that caught the conscience of a governor.
A Maryland family faced bankruptcy as a result of a lawsuit filed by the activist group Waterkeeper Alliance. The litigation underscored the need for longer-term public awareness of how single-minded environmental agendas can sometimes clash with regional farm families who grow most of what America eats, and who must increase output if they are to continue to do so.
After poultry giant Perdue created a dedicated online initiative named SaveFarmFamilies.org to encourage people to raise money for the family’s legal fees, the company partnered with LEVICK to both support the family and directly challenge the Waterkeeper Alliance via an aggressive digital campaign.
SaveFarmFamilies.org won national attention for its cause and secured a powerful ally when Maryland Governor Martin O’Malley wrote to the dean of the University of Maryland School of Law that the lawsuit should be dropped as it “perpetrates a great injustice.” Our counter-offensive has had an impact on similar lawsuits elsewhere.