We ignited the movement by providing consumers with embedded seed cards on TRISCUIT packs and created a place for engaged participation online with homefarming.com. To embrace the community, TRISCUIT funded 50 community-based Home Farms across the USA supporting each ‘ground breaking’ with local media. To spread the word, we partnered with the award-winning Ellen DeGeneres Show, a chat show with complementary values. We followed Ellen’s Home Farm from planting to harvest over 6 months, 16 shows and 5 live integrations; including a rare execution in which Taja Sevelle, the Urban Farming representative, appeared as a guest. The use of Ellen’s social media presence built further awareness of the movement.To nurture the community with Home Farming know-how, we partnered with Real Simple to provide Home Farming tools, custom advertorials and digital gardening guides. Online we distributed content on targeted sites and how-to videos featuring HGTV’s gardening guru, Paul James.

•7,600 Home Farms were registered. •Sales +13%, driven by Home Farming messaging. •Google search +2,252% with CTR +70%. •After the first Ellen integration, traffic to homefarming.com +648%.

•TRISCUIT’s social space exploded with 2,640 visitors to homefarming.com in one day and captured 1,000 likes and 289 comments on Facebook.•Total Home Farming campaign garnered an estimated 462 million unpaid impressions.Our efforts re-invigorated TRISCUIT, ignited a consumer movement and brought the brand closer to their consumers. Based on this overwhelming success, TRISCUIT continues to support the thriving Home Farming movement.