The Michigan asparagus season wrapped up on a high note, delivering exceptional quality, strong volumes and increased consumer awareness across key markets. To support growers and drive demand throughout the season, the Michigan Asparagus Advisory Board executed an integrated marketing campaign combining retail promotions, influencer partnerships, recipe development, digital advertising, video content and earned media.
Today’s consumers increasingly rely on digital platforms for meal inspiration and purchasing decisions, according to MAAB, which says this makes it more important than ever to connect with shoppers where they spend their time. Throughout the season, MAAB implemented a comprehensive digital strategy featuring giveaways, original recipes, nutrition-focused content, engaging videos and partnerships with trusted content creators.
The influencer program featured a diverse group of creators, including Midwestern Mom, Ayat Sleymann and FarmwithZoe, who collectively reach millions of followers. Through recipe demonstrations, seasonal meal inspiration and educational content, influencer partners showcased the versatility, flavor and nutritional benefits of Michigan asparagus. Combined across MAAB-owned and influencer channels, campaign content generated more than 5.5 million video views and 101,237 engagements, helping introduce Michigan asparagus to new audiences while encouraging purchases during peak season, according to the organization.
“Consumers want to know where their food comes from and how to prepare it in ways that fit their lifestyles,” says Jamie Clover Adams, executive director of MAAB. “Our digital strategy allows us to tell the story of Michigan-grown asparagus directly to consumers, highlighting the freshness, quality and value of supporting local agriculture while keeping Michigan asparagus top-of-mind during the season.”
To further expand consumer reach, MAAB implemented a multichannel marketing program designed to inspire purchases and keep Michigan asparagus top of mind throughout the season. Highlights included a partnership with Family Features, which generated more than 60.9 million impressions and secured 551 media placements nationwide through an original recipe and video feature, according to the organization.
Recipe development also played a key role in consumer outreach, with more than 10 original recipes created to showcase the versatility of Michigan asparagus across a variety of meal occasions, cuisines and cooking styles. Top-performing recipes included Classic Asparagus Eggs Benedict and Chile Lime Green Asparagus, which generated strong engagement across digital platforms.
MAAB says it also invested in Connected TV advertising to reach highly targeted audiences interested in seasonal produce, healthy meals and farm-to-table foods. The campaign delivered 105,685 impressions and reached nearly 85,000 households, helping raise awareness of Michigan asparagus availability during peak season.
At retail, key partnerships with grocery stores for both in-store and digital promotions used signage, merchandising and e-commerce opportunities to connect with shoppers at the point of purchase, MAAB says.
“Every promotion, partnership and consumer touchpoint is designed to support Michigan asparagus growers and strengthen demand for the crop,” Clover Adams says. “The success of this season demonstrates the value of connecting consumers with locally grown asparagus, and we’re looking forward to creating even more opportunities for growth in 2027.”
