Campaign: HOMEGROWN
Company: Centerplate
Nonprofit Partner: Farm Aid
Launch Date: February 1, 2012
[/box]Campaign Description:
Hospitality vendor Centerplate is using Super Bowl XLVI as a stage to launch a new cause-related marketing initiative, HOMEGROWN. In partnership with nonprofit Farm Aid and founder John Mellencamp, Centerplate will bring dishes featuring ingredients from local Indiana famers to concession stands and suites at the Super Bowl. For every bowl of HOMEGROWN organic chili sold, Centerplate will also make a $2 donation to Farm Aid.
Our Take:
This campaign exemplifies the power of leveraging a large national event to spotlight a local cause or message – in this case, the importance of sourcing food locally from family farms. The local food movement is an interesting one in that it's inherently local but also widely applicable nationally which makes it more likely to resonate with a diverse Super Bowl audience. To build transparency into this campaign, we'd like to see campaign minimums or maximums clearly stated.
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