Digital Promotions Campaign Increases SNAP Participation at New England Farmers’ Markets: A Randomized Controlled Trial

Abstract

Objectives Greater number and increased frequency of farmers’ markets are an important strategy to improve community-level diet quality by increasing fruit and vegetable availability, yet fall short of addressing health disparities due to a predominantly affluent, white clientele. Introducing Supplemental Nutrition Assistance Program (SNAP) financial incentives at farmers’ markets increases patronage and sales amongst people with economic disadvantage, however SNAP participant incentive program awareness and farmers’ market sales remain low. This study examined whether a digital campaign promoting SNAP incentive programs increases farmers’ market SNAP participation. Methods This study was a parallel RCT, with randomization of zip codes to receive (a) digital promotions or (b) no additional promotions. The study sample included target zip codes (n = 96) near New England farmers’ markets with SNAP incentive programs (n = 23). The intervention was a 13-week campaign, placing digital ads on Facebook and the Fresh EBT app promoting SNAP incentive program savings at farmers’ markets. The study measured farmers’ market SNAP shopping patterns and sales as well as digital campaign delivery and engagement. Data were collected July 1 – September 30, 2020. Results The digital campaign reached 251,966 people, generated 2 million impressions, and resulted in 12,849 clicks. During Summer 2020, zip codes randomized to receive digital promotions had 33.1 SNAP transactions (SE: 6.9) and control zip codes had 18.1 transactions (SE: 4.3), or 82% more transactions associated with promotions (P = 0.068). There were also more new customers from promotion zip codes (10.8 [SE = 2.5] customers) than control zip codes (5.7 [SE = 1.4] customers), or 90% more new customers (P = 0.075). SNAP and incentive sales were higher from promotion zip codes ($1392 [SE: $306]) than control zip codes ($949 [SE: $273]), or 47% greater (P = 0.284), but sales differences were not statistically significant unless controlling for Summer 2019 farmers’ market sales. Conclusions Digital SNAP incentive program promotions can increase farmers’ market SNAP participation, the primary study outcome, leveraging SNAP to expand farmers’ market reach and associated nutrition benefit to historically marginalized populations. Funding Sources USDA Food Insecurity Nutrition Incentives Program.

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“…Our TOC focus group participants highlighted the importance of engaging the community in designing NI promotion campaigns and suggested including digital advertising through social media and apps. Digital advertising is a promising and scalable approach given the near ubiquity of smart phone ownership and social media usage across race and income levels [ 86 , 87 , 88 ]. Promotion strategies should be culturally tailored to each community and meet specific language needs.…”

Advancing Equity in the Farm Bill: Opportunities for the Gus Schumacher Nutrition Incentive Program (GusNIP)

“…Nearly all retailers that offer NIs utilize on-site marketing and signage (89%), but online advertisements are much less commonly utilized (43%) [44]. Digital strategies could be a cost-effective approach to expanding promotion [79]. Advertising through social media and apps is a promising and scalable approach given the near ubiquity of smart phone ownership and social media usage by people of all races, ethnicities, and income levels [80,81].…”