Be a homegating hero.

From the stadium to tailgating and homegating, college football brings fans together like no other—they love socializing and staying connected for the love of the game. Farm Rich was looking to step up their game during this occasion. Knowing that snacking occasions represent 80% of their Frozen Snack category dollars, we needed to gain a greater share by tapping into the college football occasion and raising the brand’s relevance among younger consumers.

Supported by our basket data and strategic brand fit, Farm Rich and Dr. Pepper urged young, passionate fans to “Be The Homegating Hero.” Together, the two flavor powerhouses delivered in-store excitement with sampling and POS, drove in-store and online conversion, high margins, and bigger baskets with a heroic snacking solution, and built engagement with social media that spoke our audience’s language: Food Hacks.

Strategy:
The insights told us shoppers eat frozen snacks on four distinct occasions, including entertaining. And their snacks need to be all about flavor and fun. That’s why Dr. Pepper is the #1 choice among consumers looking to treat themselves with a carbonated soft drink. So what better brand for Farm Rich to team up with? With both brands as key players, we could give our consumers the perfect “treat yourself” solution for their homegating events.
Omnichannel campaign:
  • Online: Our paid digital and social media, plus a #HomegatingHero influencer campaign, created serious buzz and kick-started in-store purchases of Farm Rich and Dr Pepper for game day.
  • A Snack Personality Quiz drew shoppers in by asking, “What’s your Gameday snack
    personality?” while a #HomegatingHero Giveaway gave our consumers a chance to win a pigskin prize pack.
  • In-Store: We served up savings and easy home gating recipes through joint POS messaging while our joint Instacart activation drove category share and brought new consumers in-store.

Online Inspiration and Converstion

From a plentiful Facebook carousel to food hack videos with easy-to-follow recipes, shopper could find us in paid media, organic social media, and E-commerce.

Facebook carousel is spread makes anyone a Homegating Hero.

FR-Food-Hack-IN-2
FR-Food-Hack-IN

Organic social media featuring food hack recipes 

E-commerce offered bundled Farm Rich and Dr. Pepper savings.

Retailer End Caps

Freezer headers and clings encouraged shoppers to enjoy combined savings with the partnership.

Instant Savings

On-pack savings makes Farm Rich + Dr. Pepper redemption easy.

FR-OnPack
FR-OnPack-2

Farm Rich Results

Our partnership with Rich Foods Inc., owner of the Farm Rich and SeaPak brands, consistently delivered innovative programs that produced remarkable results. Check out the SeaPak // Black Box video below.

The Homegating Hero campaign was a huge win-win. By partnering two strong gameday contenders, Farm Rich and Dr. Pepper realized efficiencies and increased reach and relevancy.

We increased sales and display execution across regional and national retailers, including Walmart.

Our joint Facebook activation drove over 17k clicks and 140k unique visits. Now that’s how you do game day.

The Classic Example of “Retailtainment” at Walmart.