Farmland’s sole objective was straight-forward: earn local media coverage promoting the brand’s activation at LouFest, the largest annual music festival in St. Louis, Mo. While a quantifiable objective, earning media coverage for one brand in a sea of top music talent and numerous brand sponsors at a large-scale festival is no easy feat. Hunter PR conducted a robust media audit surrounding LouFest in years’ past and found that media typically covered attendance numbers and performance highlights, rarely featuring brand sponsors and any activations that happened off-stage. It was clear that just offering free samples for festival-goers wouldn’t garner media attention, and with a modest PR budget, the team needed something low on dollars but high on impact. Hunter delivered, commissioning a life-size sculpture of Grammy-winning country singer and festival headliner Chris Stapleton made entirely of crispy and chewy Farmland bacon that resulted in more than 18.7MM impressions across 79 placements, ranging from St. Louis Post Dispatch, to Star Magazine, to Taste of Country, proving that bacon, truly, makes everything better.
A life-size sculpture of Grammy-winning country singer and festival headliner Chris Stapleton made entirely of crispy and chewy Farmland bacon