Visual Marketing Blog

How free-range photos can help a farm sell more eggs

Tom Garver says Creekside Farm uses photos to communicate the value of free-range eggs. Photographed with my iPhone 4.

Tom Garver says Creekside Farm uses photos to communicate the value of free-range eggs. Photographed with my iPhone 4.

How do you demonstrate the nuanced difference between free-range and cage-free eggs?

If you are Creekside Farm and Rochard from Berkley Springs, WV, a picture can speak with clarity and even begin a discussion.

I must confess I never gave much thought to the difference between free range and caged free eggs until I saw the farm's photos.

At the Dupont Circle Farmer's Market, Creekside Farm used photos of chickens roaming free to communicate which side of the fence they worked.

"Cage-free animals only need a 4' x 4' area. That's technically caged free," said Tom Garver, who worked the stand at the farmer's market. "Free range means they have an open space to go and roam."

This photo is used to communicate the concept of free-range eggs.

This photo is used to communicate the concept of free-range eggs.

Creekside Farm used a series of photos to tell the story. Nothing fancy. A photo of the building where the hens lay their eggs. Another image of the steps workers climb to go collect the eggs. And finally, a large field of chickens roaming free.

The photos help customers understand at a glance that their eggs will come from a truly unrestricted environment.

Here is a complex idea made completely understandable at a glance. The message is clear. If you care about eggs born in an open environment, these are for you. 

For some, it could prompt questions, which gives them an opportunity to talk about their differentiator. 

Snapshots of chickens can help Creekside Farm sell more eggs to their ideal customers.

Do you have a complex issue you want to communicate? How might you do it at a glance with a photo?

 

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Lynford MortonComment