A recent ten-day campaign by Unilever for Hellmann's Brazil invited a group of fans for a visit to several of the brand's tomato fields. Aimed at communicating the product's farm-to-table process, the unique event was captured in high-definition video and is now run as part of an ongoing campaign that includes an interactive web page.
The Hellmann's Brazil campaign also had a partnership with Spotify, which allowed the visitors to curate a playlist to be broadcast in the fields. The visitors were able to watch the farming process through video captured through cameras in the farmers' hats. The campaign guests were then invited to plant tomatoes themselves.
The interactive farm visit is representative of a shift toward transparent marketing from large brands hoping to woo discerning millennials.
Branded Farm Visits
This Hellmann's Brazil Campaign Invited Fans to Its Tomato Fields
Trend Themes
1. Transparent Marketing - The shift toward transparent marketing from large brands offers opportunities for disruptive innovation in creating authentic and honest brand experiences.
2. Branded Experiential Events - Brands hosting experiential events like farm visits provide opportunities for disruptive innovation in creating unique and immersive brand experiences.
3. Collaborative Partnerships - Partnerships between brands like Hellmann's and Spotify create opportunities for disruptive innovation in combining different industries to enhance brand experiences.
Industry Implications
1. Food & Beverage - The food and beverage industry can tap into the trend of branded farm visits to create immersive experiences and showcase transparency in their supply chain.
2. Agriculture - The agriculture industry can leverage the trend of branded farm visits for consumer engagement, education, and showcasing sustainable farming practices.
3. Music & Entertainment - The music and entertainment industry can explore collaborative partnerships with brands to create unique experiences and curated content, as demonstrated by Hellmann's Brazil campaign with Spotify.