The Problem
Media and consumers are familiar with rice and there are many rice options to choose from at the grocery store to stock the pantry. Lundberg Family Farms does rice differently with a mission to leave the Earth better than they found it. Our challenge was to bring to life what sets Lundberg Family Farms apart from their competitors.
The Solution – How We Uncomplicated the Complicated
Understanding where food comes from and the people behind it can be a game changer. Knowing that the Lundberg Family still operates the farm, four generations deep, bringing media to Northern California to meet the experts, and see the work that goes into a sustainable harvest, all a midst of the stunning backdrop of the picturesque farms, we decided it was the perfect time to bring food and lifestyle media to Chico, CA so they could see for themselves what Lundberg Family Farms is all about.
Results & Impact
Our team hosted an intimate crowd of six food media for the first Lundberg Harvest Tour since 2019. We curated an itinerary that showed off not only the farm-to-fork experiences but also highlighted the super sustainable Lundberg rice fields that were in full bloom. We ensured that our attendees also experienced a variety of Lundberg products while we had a captive audience. Each meal highlighted the Lundberg Family and a different product – whether it was rice, rice syrup, or one of the many other products Lundberg produces. The trip has garnered more than 830MM impressions so far from ample social media sharing as well as bigger feature pieces that followed from attendees.
