Learn the ins, outs, dos and don’ts of creator marketing at Social Media Week Europe this 10–11 October in London. Register for your in-person or virtual pass.
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.