Stephanie Herseth for Congress - “Homegrown”

Stephanie Herseth ran in a nationally targeted 2004 special election for South Dakota’s lone Congressional seat. To win, Herseth had to build support from a sizable number of Independents and Republicans, particularly in the more rural counties. With the Republican National Party throwing their considerable weight into the race, Herseth needed creative mail that would get voters’ attention. “Homegrown” was created to attract rural voters with Herseth’s plan to implement country-of-origin labeling (COOL legislation) to help South Dakota farmers stay competitive. We designed the label on the cow and then took professional photographs of the meat with the label to give the piece its unique look. “Homegrown” was one of thirteen pieces TBW created and mailed for the campaign. Herseth won the special election 51% to 49%.