Experiential Captivates Consumers as Brands and Agencies Eye the Next Big Collaboration

Companies think beyond the one-off stunt, launching their own products and moving from 'campaign to platform'

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There isn’t a single farmer on staff at TBWA\Chiat\Day N.Y., but that didn’t stop the agency from creating a program for Lay’s called Golden Grounds that had roots—literally—in the soil.

The early 2022 project, launched in the football-frenzied lead-up to Super Bowl 56, took dirt from NFL stadiums around the country and used it to plant potatoes. After harvest, those spuds were made into limited-edition, team-specific chips in full gridiron regalia-decorated bags, unveiled by beloved Hall of Famer Jerry Rice.

Golden Grounds, a winner in multiple categories in Adweek’s fourth annual Experiential Awards, was an instant hit with consumers and media, clocking nearly 2 billion impressions, high-profile talk show mentions and outrageous eBay bids.



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This story first appeared in the Sept. 19, 2022, issue of Adweek magazine. Click here to subscribe.