Buzzworthy Farm Rich Blitz Aims for Super Seasonal Win
St. Simons Island, Georgia-based Farm Rich, a producer of frozen snacks and appetizers sold in retail stores throughout the USA, is executing an integrated, 360° marketing game plan to win the title of “Snack Champion” of Super Bowl partying this February.
The company’s “Big Game blitz” will maximize relevancy and meet consumers where they are through a multi-media approach with players like BuzzFeed/Tasty, Food Network, BzzAgent and others. Through strategic partnerships and engaging content, Farm Rich intends to increase the brand’s prominence with target audiences and drive consumers’ actions in the grocery aisles.
“On February 5th America will be watching one of the most exciting events in professional football – on a day when gatherings, entertaining and game day food take center field,” said Shannon Gilreath, director of marketing. “With media consumption becoming increasingly fragmented, our game plan will take our content to consumers wherever they spend their time – be it scrolling through social feeds, visiting sites like BuzzFeed and sports-related sites, watching TV, browsing blogs or newspapers, or just talking up the game with friends.”
Quarterbacking the campaign, a co-branded BuzzFeed video will explore the hectic and at times humorous scenarios that mothers and fathers deal with on a daily basis as they attempt to overcome parenting guilt. Two new videos will showcase Farm Rich products in appetizing and shareable game day recipes for Loaded Potato Skins Pizza and Cheesy Bacon Jalapeno Hushpuppies.
A national TV campaign will also play a key role in the marketing strategy. The Food Network’s “Big Game Bash” will feature Farm Rich recipe and product integrations, while NBC’s “The Voice” will promote a special sweepstakes in key markets. New television commercials, including 30- and 15-second spots, are now airing on national networks.
For the rest of the lineup, a new BzzAgent partnership will help fuel word-of-mouth excitement, as 11,500 social influencers share Big Game snacking ideas and inspirations with millions of followers. And an innovative national influencer campaign will turn moms, dads and football enthusiasts into the #HalftimeHero in their houses, thanks to snack creations made specifically for game day.
Other campaign elements will score points for the brand across e-mail, Facebook, Instagram, Twitter, Pinterest, YouTube and SnapChat platforms, including a wide variety of game day content featured in live videos, tutorials, takeovers and more, with popular food personalities and influencers such as Tara Teaspoon.
The diversified mix of media supporting Farm Rich’s Big Game initiatives drives to a new Game Day content hub at FarmRich.com with snack hacks, recipes, coupons and a Gridiron Giveaway. And as consumers in key markets hit grocery stores to do their game-day shopping, in-store push notifications will remind them to have Farm Rich on their lists.