Ozarka wanted to reconnect with the local consumer by highlighting its Texas roots. To do this, we tapped into something Texans are known for: their state pride.
Taking cues from the new Star logo and revised tagline “Born from Nature. Made in Texas,” we created the #StarsOfTexas campaign, and invited consumers to share everything they love about the Lone Star State. The campaign lived both online and at events, where attendees were asked to share what they take pride in and pin it to our wall.