FARM RICH
When I started working with Farm Rich, they were number seven in the crowded frozen snacks and appetizers category. By shifting their marketing focus from product attributes to human truths, we helped this brand make emotional connections with moms. Today, Farm Rich has battled to number three, and climbing.
[Worked with Farm Rich as Creative Director at SCOUT.]
Our ethnographic research uncovered that a big source of parents’ guilt comes from what they feed their families. Our campaign became all about “permissive convenience,” giving parents permission to take little shortcuts when family life gets crazy.
Our campaign is supported on social media by mini-mom confessionals—real moms with real life confessions of the tricks, shortcuts, and funny survival techniques they use to navigate their rollercoaster lives.
Consumers knew Farm Rich for Mozzarella Sticks and not much else. I wrote a catchy jingle called Farm Rich Face that shared all their snacks in an emotional and memorable way.
FarmRich.com became more than just a product site. We created a hub where parents could snag quick recipes and handy tips, while being reminded that it’s totally cool for family life to be perfectly imperfect.
We even created a karaoke app that allowed Farm Rich fans to share their version of the jingle.
Our Farm Rich Face jingle was so successful (and so beloved by our clients) it grew to touch every aspect of our campaign.
Here's a little digital display ad. Ain't it cute?