The Home Farming Movement
Beginning with 8 million Triscuit boxes embedded with seeds, the movement gathered momentum online with Homefarming.com serving as the central resource for budding urban farmers across America. We designed the site as a community hub, where consumers could “map” their farm, receive growing tips, connect with other home farmers and share their progress. Additional partnerships with Urban Farming, who sponsored 50 community farms, The Ellen DeGeneres Show, with presence on 16 shows and social media channels, and Real Simple magazine, which featured integrated gardening guides, further raised awareness.
A reinvigorated Triscuit brand, igniting a community of 55K+ home farms, with over 638K+ consumer visits to the site. Significant impact on sales – base sales, velocity, and market share were up for a 13 month consecutive period. Overall, the campaign garnered over 335 million unpaid impressions. Not bad for a cracker.