Magazine article Rural Cooperatives

Cool. Funny. Sweet!: America Crystal Designer-Tees Wow Members & Judges

Magazine article Rural Cooperatives

Cool. Funny. Sweet!: America Crystal Designer-Tees Wow Members & Judges

Article excerpt

The Programs and Projects portion of the CCA co-op communications competition includes endeavors as varied as co-op websites, videos, exhibits and advertising, among others. It also includes a "Miscellaneous" category for harder-to-classify projects. This year, not only did American Crystal Sugar Company take home the first place trophy in Miscellaneous, but its entry also won the grand prize for best of class in Programs and Projects.

While many co-ops sell t-shirts, caps and jackets with their co-op logo, ACS' new line of t-shirts are graced with beautiful designs and colors, as well as text that blends humor with a serious message. Shameless attention grabbers!

Question: Were the t-shirts geared for members or the public?

Jeff Schweitzer, ACS

Communications Director: Members, employees and other interested parties.

Q. What was the overall goal or main message?

Schweitzer: The garments were part of a "re-imaging" campaign for American Crystal's Company Store. The Company Store merchandise had become somewhat stale over time. The goal was to create a set of graphic tees with clever messages to liven things up, pull more traffic to the store and drive sales.

We also want to create a sense of pride and a feeling of belonging to an exclusive group for our members. The Company Store operates at our early December annual meeting, and many members buy gifts for relatives, friends and family. Sales the past year were at a record high.

Were they produced in-house?

The concepts were generated inhouse. The graphics were a joint effort of in-house and agency creative talent. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.