Firehouse and Grow North Texas recently launched a campaign to urge residents in low-income neighborhoods near the Dallas Farmers Market to use their Lone Star card benefits (aka, SNAP) at the Market. Traditional grocery stores are pretty much nonexistent in the area, so our goal was to let these people know that there was indeed a way to provide healthier foods for their families.
While grant funds only allowed the campaign – which featured bus panels, transit posters and highly targeted Facebook ads – a one-month life, that short amount of time proved to be plenty.
For the month of May, sales using Lone Star were up 147% versus April, and when the matching dollars (an additional element of the program) were included, the increase was 300%. Better yet, the momentum created by the campaign is expected to boost Lone Star sales into the summer.
The most important result, however, was helping provide fresh and nutritious foods to a community in desperate need of them.