Fendt
Fendt & Luke Bryan’s Boldly Grown Popcorn
When Luke Bryan famously grew too much sweet corn in the pandemic summer of 2020, it gave us an idea. To boldly partner Fendt with the award-winning musician and grow an abundance of his favorite snack—popcorn—to share with his fans. Planted, grown, harvested and popped by Luke and his Fendt 724 tractor. The limited-time, farmer-to-fan snack was sold online as well as at his Farm Tour concert series.
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—which took all of 20 minutes—Fendt donated $25,000 to Future Farmers of America.
We grabbed a few headlines, too.
Fendt: Grow Bold
Born in Germany, Fendt makes arguably the best agricultural equipment in the world. A few years ago, they wanted to introduce the brand to the U.S. market. Only one problem: John Deere is king and loyalty runs deep. To open eyes and change green and yellow hearts, we couldn’t be timid with our message.
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