Introducing a New Food Innovation Lab

The Challenge

North Carolina has the third most diverse agricultural economy in the nation, but more than 80% of the crops and vegetables grown in the state are processed into final food products in other states. The new North Carolina Food Innovation Lab (NCFIL) was established to help create new plant-based food products from North Carolina's agricultural bounty and to attract food manufacturers and innovators to the state. The initiative's partners were looking for a way to make an introduction with key platers in this space.

Our Approach

Market & Message senior collaborators Patty Mercer, Amy Burtch, Alice Manning Touchette, and Richard Campbell, working closely with NC State's College of Agriculture and Life Sciences (CALS) communications and senior leaders, developed a brand identity for the new lab, including its name, logo, and brand messaging. They also identified unique opportunities to enhance NCFIL's industry outreach through clever advertising, marketing, and overall digital presence.

What We Did

Conducted a brand development workshop with key initiative partners and stakeholders, including the NC Department of Agriculture, the Economic Development Partnership of North Carolina, and leaders from CALS, to name the initiative and identify its brand attributes and drivers.



Created a brand narrative and personality, and structured a content strategy around NCFIL's unique value proposition to help bring the brand to life.



Helped lead the design and information architecture of the NCFIL website, and developed all marketing copy throughout.



Identified food innovation and manufacturing industry trade publications, websites, events, and email bulletins, and engaged to explore introductory marketing and messaging opportunities.



Launched a print and digital marketing campaign that aligned with NCFIL's attendance at key industry events, with supportive messaging, ads, and native content in industry publications and email bulletins.

The Impact

The marketing campaign provided immediate recognition that North Carolina was not only a powerhouse agricultural producer but was also a leader in driving the discovery and development of new plant-based food innovations.



Results included direct inquiries from food manufacturers and food production equipment manufacturers interested in prototyping new products and manufacturing configurations.



NCFIL leaders were able to leverage this campaign for additional meetings and engagement opportunities beyond trade show events and speaking engagements.

Why It Worked

This effort succeeded because it connected North Carolina’s agricultural strengths to a clear, compelling story of innovation and opportunity. By uniting state partners around a shared brand identity and narrative, the effort gave NCFIL instant credibility with industry leaders. Strategic targeting of trade publications, events, and digital channels ensured the right audiences saw the message at the right time, while coordinated creative assets reinforced the Lab’s value proposition. The result was a brand launch that not only raised awareness but also generated direct inquiries, partnerships, and lasting visibility for North Carolina as a hub for food innovation