This ongoing campaign was designed to drive interest in and sales of heirloom pumpkins from Far Out Farmgirl’s organic farmstand. Using a series of 19th-century botanical engraving-style infographic illustrations, I highlighted the unique culinary qualities of pumpkins like Rouge Vif d’Etampes (also known as the Cinderella pumpkin) and Jarrahdale pumpkins. These graphics were paired with product screenshots featuring pricing and photos from the farm’s website, where customers could place orders online for farm pickup.

Each social media post featured Meta’s “view product” button, allowing users to request orders via chat, streamlining the purchase process directly from platforms like Facebook and Instagram. Engaging captions focused on the pumpkins’ culinary versatility and storage benefits, with hashtags targeting the local audience in Humboldt County.

The Rouge Vif d’Etampes post, with its emphasis on savory dishes and purees, led to sales after the farm’s pumpkin patch had closed. The Jarrahdale pumpkin post featured a video walkthrough of the product page, showcasing the full digital experience available on the website.