Fendt & Luke Bryan’s Boldly Grown Popcorn
When Luke Bryan grew too much sweet corn during the pandemic, it sparked a brand idea: team up with Fendt to grow his favorite snack—popcorn—and share it with fans. The limited-edition, farmer-to-fan snack was sold online and at his Farm Tour concerts.
The popcorn came in two delicious flavors handpicked by Luke himself.
Leading up to the launch, we teased something #boldlygrown coming soon.
We also gifted popcorn kits to select media and influencers.
Once launched, fans were able to order popcorn on our microsite. As soon as supplies sold out—20 minutes later—Fendt donated $25,000 to Future Farmers of America.
We grabbed a few headlines, too.
Fendt: Grow Bold
Born in Germany, Fendt makes some of the world’s best agricultural equipment. But breaking into the U.S. meant taking on John Deere—and generations of loyalty. To turn heads and win over green-and-yellow hearts, we had to be bold.
Agency: Colle McVoy
GCD: John Neerland
AD: Erin Slayton, Dan Linnihan
Editor: Cody Weigel, Carl Martin, Paul Danhauser
PR: Dave Fransen, Andrew Miller, Sara Robino