Earned Creative, Brand Activation and Packaging
Boldly Grown Peanuts
Client
AGCO's Fendt
Role
Senior Brand Designer
Service
Earned Creative, Brand Activation and Packaging Design
Tools
Photoshop, Illustrator, Indesign
Overview
The Fendt team consistently pushes us to cook up bold and nontraditional ways to elevate the brand and compete with that other, far larger, green tractor company. After fans went “nuts” for Fendt and Luke Bryan’s Boldly Grown Popcorn collaboration last summer, we knew we needed an encore. Luke’s authentic connection to farming, love for the brand and upbringing as the son of a peanut farmer paved the way for this iconic brand collaboration: Fendt and Luke Bryan’s Boldly Grown Peanuts, a limited-edition packaged snack that includes peanuts harvested by Fendt farmers.
Launch videos were created to entice fans and kick off peanut sales.
In the weeks leading up to each launch, hunger was stoked with teaser content.
The campaign effortlessly blends the Fendt brand, Luke Bryan and classic snack packaging elements for an unmistakable design.
Flavors include: Down South Dill, Homegrown Honey Roasted and Sizzlin’ Sriracha Ranch
And it didn’t stop there.
All three flavors of Fendt & Luke Bryan’s Boldly Grown Peanuts sold out. As a result, Fendt donated $50,000 to Future Famers of America.
To celebrate, we decided to farm another flavor: Backroads Bourbon.
765M
Impressions
12,000
Total Snacks Sold
36%
Lift in Brand Awareness
$50,000
Donated to Future Farmers
of America
Agency
Colle McVoy
Creative Director
John Neerland
Senior Copywriter
Teddy Solberg
Senior Art Director
Erin Slayton
Copywriter
Lauren Grabau
Senior Brand Designer
Ben Hait