Lamb Weston's Biggest Commerce Campaign Embraces Minecraft Movie at Retail
Lamb Weston is leveraging Warner Bros. Pictures' "A Minecraft Movie" in its largest commerce campaign yet.
The Grown in Idaho brand's integrated program includes a film-themed sweepstakes along with digital and in-store media. The campaign began in mid-March and runs through April to coincide with the April 4 U.S. release of the Minecraft film.
Given the movie's real-world setting in Idaho, Grown in Idaho is using the opportunity to boost awareness and sales of its frozen food products among adult gamers and families who love the Minecraft video game.
"It's not every day that a major motion picture has a tie to Idaho potatoes," Kim Cupelli, SVP of marketing and innovation at Lamb Weston, said in a statement. "This is a highly relevant moment for us and provides the perfect opportunity to connect people's love for Minecraft with our love for fries. We're doing everything we can to turn the attention into heightened awareness, traffic and sales for our brand, while showing our enthusiasm for 'A Minecraft Movie' as well."
Marketing agency Blue Chip created the campaign, which is aimed at increasing business in key retailers for the brand's frozen fries. Central to the effort is a sweepstakes awarding one winner a VIP trip to Hollywood and Warner Bros. Studios, along with a private screening of the Minecraft film. More than 200 other prizes are up for grabs.
Consumers can enter the sweepstakes through a free mail-in method, or by providing proof of purchase of Grown in Idaho products. A promotional web page hosts the sweepstakes, which is administered by Ventura Associates International.
In Stores
The following in-store activity supported the campaign:
- Shelf talkers positioned near Grown in Idaho SKUs at Dollar General stores in various markets, including Midwest states and New York.
- Floor clings at Food Lion in the frozen food aisle.
- Shopping cart ads at Publix.
The shelf talker and floor clings include a QR code directing shoppers to the dedicated sweepstakes web page.
Online
Banner ads for the program ran across Amazon, Dollar General, Instacart and Walmart. Performance agency Junction 37 helped execute e-commerce support.
Animated paid social ads on Meta platforms Facebook and Instagram touted the sweeps. A paid influencer program featuring the YouTube gamer known as Snifferish and also Alissa Nguyen (formerly known as The Gaming Foodie) targeted fellow gamers and their families across Meta and TikTok.
Blue Chip began working for Lamb Weston last fall.
"Minecraft is one of America’s most popular games," said Sherri Rosenberg, vice president, integrated media, at Blue Chip. "By tapping this enormous community with a comprehensive commerce marketing program, we can expand Grown in Idaho’s consumer base and propel sales in key retailers."
