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Co-Branded T-Shirts Help North Carolina Farm Bureau Raise Brand Awareness and Capitalize on Co-Brand Relationship




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Challenge: To increase brand awareness—and pack pride—with a wolfpack-colored tee.

The North Carolina Farm Bureau, with offices in all 100 North Carolina counties, is practically a State institution, with deep roots in local communities and among the people, places and pastimes North Carolinians love. Take, for instance, the Wolfpack, comprising the beloved athletics teams of North Carolina State University.

To increase brand awareness among the Wolfpack fan base, the Farm Bureau team sponsors a Wolfpack basketball game each year, distributing promotional gifts and information about the Bureau’s products and services. This year, with an idea for a t-shirt already in mind, the team turned to ePromos promotional products expert and Account Executive Max Katz, who has worked with the Bureau team on several past projects. Max agreed that a t-shirt seemed fitting: it would be appealing and useful to parents, students and others attending the game, and would carry the co-branded message far beyond the final countdown for many games, seasons and semesters to come.

Solution: Mr. Wuf finds a home on cherry-red t-shirts by Gildan.

The t-shirt the team had in mind would be imprinted with image of Mr. Wuf, the Wolfpack’s “lean, mean tar-heel-eating machine” and mascot, as well as the North Carolina Farm Bureau and BlueCross BlueShield logos. The ultimate goal of the co-brand relationship is for people to think “North Carolina Farm Bureau” whenever they see the well-known BlueCross BlueShield name. Tapping our vast network of product suppliers, Max helped the team identify and source a cherry-red t-shirt by Gildan that both matched the NC State color and would showcase the logos well.

Result: Students become walking billboards, help the North Carolina Farm Bureau win the brand game.

Since students love free apparel, the shirts were a great hit on the day of the game. Even today, the Farm Bureau team tells us that they’re pleased to see their walking billboards on campus whenever they visit. That’s two points for the promotion—and another two for the brand awareness game!

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North Carolina Farm Bureau Brand Awareness T-shirts (PDF Version)

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