Minnesota-based Land O’Lakes, a farmer-owned cooperative best known for its butter brand, has launched a new campaign to tie in with the upcoming Super Bowl.
The Land O’Lakes Farm Bowl is an unexpected way to highlight the significant role farmers play to inspire the next generation to consider a career in modern agriculture.
Set for Thursday, Feb. 1 in Minneapolis, the event will pit teams of current and former NFL players and Land O’Lakes farmers against each other in a series of farm-inspired challenges to demonstrate the skill, determination and grit required to succeed as a farmer today.
Land O’Lakes has worked with a number of marketing agencies to launch the Farm Bowl including The Martin Agency, GMR Marketing and Weber Shandwick. Bringing the program to life are five :15 second spots featuring three of the players who will take part in the Farm Bowl, Kyle Rudolph, Greg Jennings and Jason Brown alongside real Land O’Lakes member farmers.
In the videos, which were shot on a real Land O’Lakes farm in St. Cloud, Minnesota, the players take part in modern farming challenges, which includes flying drones.
Kyle Rudolph vs. A Tire
Jason Brown vs. A Drone
“Land O’Lakes Farm Bowl is a great example of how one of Minnesota’s most storied organizations is leaning in to tell the stories of the Bold North,” said Maureen Bausch, CEO of the Minnesota Super Bowl Host Committee. “The hard work of farming, food and agricultural professionals are central to many Minnesota communities. Land O’Lakes, which works with thousands of farmers across the United States, is the perfect host to merge these two very different worlds – football and farming – for an entertaining and inspiring event.”
Land O’Lakes Farm Bowl will come to life on Thursday, Feb. 1, 2018, in Minneapolis at the University of Minnesota. GENYOUth students will take to the field with farmers and football personalities, participating in the event in various ways. Off the field, the experience will educate and empower students to champion nutrition and agriculture.
“What truly makes the Land O’Lakes Farm Bowl so unique is that it empowers youth to see firsthand the important work of farmers. This initiative is invaluable for helping youth understand and appreciate how farming and agriculture nourishes them from farm to fork, while inspiring interest in nutrition and modern agriculture careers,” said Alexis Glick, chief executive officer of GENYOUth. “As a mom, the Land O’Lakes Farm Bowl truly resonates with my belief that we all need to be passionate about ensuring a healthy future for our children.”
Fans can follow all the Land O’Lakes Farm Bowl action at thefarmbowl.com.
The trophy, which merges two of Minnesota’s greatest exports, football and agriculture, is made 100% from materials that were sourced in Minnesota, with Greg Jennings stating it’s twice as heavy as the ‘big trophy.’ You can view the :30 second spot below in a video that previews The Farm Bowl’s exciting blend of football and agriculture alongside that super heavy trophy.