Scaling Statewide Nutrition Program Double Up Texas
How we developed and implemented a data-driven marketing strategy to help Double Up Texas reach over 3 million people.
Reach
%
Traffic Increase
Program Issuance
In 2025, Sustainable Food Center—the Austin-based organization leading the statewide Double Up Texas program—received a major grant to expand its reach across Texas.
Murdock Media Production was engaged to uncover customer insights, lead design and storytelling efforts, identify key marketing channels, implement advertising campaigns, and measure performance outcomes.
Discovery
Understanding Delivery Partners
To begin the discovery process, we conducted interviews with 18 individuals involved in delivering the Double Up Texas program across the state. Sustainable Food Center operates through a unique model—partnering with local nonprofits that lead program implementation while maintaining flexibility to meet community needs.
Scope:
- Website review of Double Up Texas and Partners
- In-depth partner interviews – structured & semi-structured discovery conversations
- Client interview scripting
- Data collection
- Insight development
Our discovery work focused on understanding how Double Up Texas fits within each organization’s broader set of services, identifying barriers to adoption among SNAP recipients, and learning how both partners and participants talk about the program in their own words.
Insight-Driven Marketing
Awareness – Attitudes – Beliefs
Through audience research, we identified distinct shopper segments: those who primarily want straightforward guidance on how and where to use the program, and those who seek a more personal, values-based connection. Messaging was developed around the program’s threefold mission—to strengthen families, support local farmers, and boost the regional economy.
Scope:
- Audience Identification
- Language selection/key message positioning
- Channel selection
- Design and media project scoping
The insights gleaned in the discovery phase led to a multi-pronged messaging approach with billboards and radio cultivating broad awareness, and social advertising, video production, and animation creating rich stories to explain the program.
Design
Scope:
- Billboards
- Brochures
- Collateral design
- Event tent design
Social Media
Campaign Design and Testing
We identified key audience segments—from shoppers seeking clear information on how and where to use the program, to those drawn to its deeper, relationship-driven mission of supporting families, farmers, and the local economy.
Scope:
- Copywriting
- ad design
- data collection & assessment
During campaign testing, we experimented with layered photography and graphical carousel ads across social media. Results revealed distinct engagement patterns by gender, age, and region, enabling us to further refine and localize messaging for each market.
Competitive Messages: Radio Ad Production
Understanding Audience Experience
The audience we aimed to reach is frequently targeted by loud, high-pressure marketing—from lottery ads and gas savings apps to used car financing promotions that dominate radio airwaves.
Scope
- Competitive messaging assessment
- Scripting
- Talent selection
- Voice direction
- Post production
Double Your Fruits and Veggies with Double Up Texas
In contrast, most nonprofits rely on softer, more subdued messaging to convey welcome and inclusion.
Our radio campaign struck a balance between these extremes—bold, immediate, and attention-grabbing, yet grounded in a positive, inclusive tone that resonated with listeners.
Video and Animation
Expressing Values
For clients and supporters who wanted to see the program in action, we produced a series of impact stories in a mini-documentary format, developed in collaboration with Sustainable Food Center and Cevallos Brothers Productions.
Scope:
- Audience identification
- Documentary scripting
- Scope of work development
- Edit consultation
Our process included identifying and evaluating potential story subjects, defining objectives through detailed scopes of work, and writing dynamic interview scripts to guide conversations while ensuring narrative cohesion and efficient post-production.
Each story was structured around three or more short scenes to maintain viewer attention and highlight key messages with emotional and visual impact.
Explainer Animations
Double Up Texas needed a clear and engaging way to visually explain how to access the Double Up Food Bucks program. Because grocery stores and farmers markets can implement the program in different ways, the animation provided a simple framework to help clients understand how it works and how to get started.
Scope:
- Voiceover scripting
- Animatics
- Character rigging
- 2D animation (After Effects)
Media Buying
Advertising Placement
Scope:
- Radio Buying
- Billboard placement
- Social media ad placement
Results
Analytics and Results
Throughout the campaign, we tracked performance across more than 3 million individuals likely eligible for the Double Up Texas program. Careful audience targeting helped keep the cost of impressions and reach low while ensuring that engagement was distributed equitably across all populations. This approach also drove increased site traffic in every city and county where the program is available.
Scope:
- Ad tracking
- Mid-campaign recommendations
- Data collection & performance assessment
- 2-year marketing plan development
- New Double Up Texas site marketing launch checklist
- Attribution guide for delivery partners and media
Deliverables included the Impact One-Pager shown here, a comprehensive written report, and a two-year scalable marketing plan, enabling Sustainable Food Center to apply these insights to future campaigns.
Ready to create impactful regional campaigns that reach communities and change lives?
Contact Murdock Media Production today. We’ll help you develop your campaign from concept through implementation, and document the work for your quarterly and annual reports along the way.