Fendt and Luke Bryan Boldly Grow His Favorite Snack for Fans
Content Creation, Content Strategy, Earned Media, Social
Grow Bold. It's what Fendt does. So when Luke Bryan grew a little too much sweet corn in the summer of 2020, it gave us an idea. To boldly partner with the award-winning musician to grow an abundance of his favorite snack – popcorn! - to share with his fans. Two years later, we proudly introduced Fendt & Luke Bryan's Boldly Grown Popcorn. Planted, grown, harvested and popped by Luke, a few local friends and his Fendt 724. The limited-time farmer-to-fan snack was sold online as well as at his Farm Tour concert series - and enjoyed by all.
The popcorn came in two different flavors, handpicked by Luke himself. Creative and production worked in tandem to design and produce packaging, artfully combining Fendt branding with classic popcorn design elements.
In the months leading up to the launch, a strategic media and content plan teased Luke's fans on paid and organic social with something #boldlygrown coming soon, in partnership with Fendt. The posts led to a microsite where fans could sign up to get notified when it arrived - and even play a game of Tractor Snake while they waited.
To generate excitement for the tasty collaboration, we created and gifted Fendt- and Luke Bryan-branded popcorn kits to farming influencers. The carefully chosen partners then shared videos and photos of their exclusive swag-filled kits to their followers, building anticipation for the launch. Our public relations team also identified and briefed select media outlets about the project to garner earned media and attention.
At launch, our microsite turned into an e-commerce destination where fans could order their popcorn, as well as learn more about the partnership with Fendt.
Needless to say, social "popped" off.
