Immersion Trend Captivates Audience: Companies and Marketing Teams Scout for Upcoming Joint Ventures
A Farmless Farming Adventure: TBWA\Chiat\Day N.Y.'s Golden Grounds
Dirt farmers? You bet! That's the fun twist at TBWA\Chiat\Day N.Y., where the team is farmless but finger-licking-good when it comes to their creative campaigns. Their ingenious project for Lay's, dubbed Golden Grounds, was a soil-rootin', potato-growin' masterpiece.
The early 2022 project, perfectly timed for Super Bowl 56, saw them channeling their inner dirt farmers. They snatched some earth from NFL stadiums nationwide, transforming it into potato fields. After harvest, these spuds starred as limited-edition, team-colored chips in full football regalia-sporting bags. These gridiron goodies were unveiled by none other than the legendary Hall of Famer Jerry Rice.
Theirs was a winning formula, netting them multiple awards in Adweek's Experiential Awards. Consumers and media couldn't get enough, as the campaign racked up nearly 2 billion impressions. From high-profile talk shows to eyebrow-raising eBay bids, the buzz around Golden Grounds was unmistakable.
A Farmer's Tale Unveiled
This ain't your typical ad agency gig. By using NFL stadium dirt to grow potatoes and transforming them into chips, TBWA\Chiat\Day N.Y. created an experiential marketing triumph. With Jerry Rice leading the charge, their farmless farming adventure captured the imagination of sports fans everywhere. A perfect example of creative thinking and a testament to the power of partnerships!
TBWA\Chiat\Day N.Y.'s creative venture, Golden Grounds, extended beyond ordinary advertising, merging entertainment and sports by using soil from NFL stadiums to grow potatoes and produce limited-edition team-colored chips. The farmless farming adventure, led by Hall of Famer Jerry Rice, generated immense buzz in the sports world and racked up millions of impressions.
