• by Steve Ellwanger , February 4, 2021

Just in time for the Super Bowl, appetizer and snack marketer Farm Rich is calling attention to what people won’t miss at crowded events by satirizing some of those venues’ frustrating moments with a cast of farm animals.

It’s a theme expressed through four new spots from The Scout Agency in which humor takes precedence over Farm Rich’s meatballs, mozzarella sticks and jalapeno peppers—which appear briefly in the closing seconds of each ad.

Filmed at the metro-Atlanta minor-league baseball park Coolray Field, the new campaign is a departure from the brand’s longtime product-focused advertising.

“We recently have worked with our agency partners to identify opportunities to make a human connection,” Ciera Womack, director of marketing for Farm Rich parent Rich Products Corp., tells Marketing Daily. “We wanted to tie the emotional connection and not just be all about the products.”

So, do you miss standing up, running around and doing “the wave”? The Farm Rich spokesperson does not—as he notes in this 30-second spot while accompanied by animals ranging from roosters to a full-grown cow.

How about waiting on line to enter an event, use a bathroom or buy something at a concession stand?

In “No Lines,” a tiny goat emerges from a crowded bathroom as the Farm Rich spokesperson advises him to “Maybe next time, get a small drink!”

Two other spots question why anyone would appear on a “kiss cam” to smooch with a goat, or try to find their way to “Section Five” of a stadium when they can just sit at home on a couch.

Running through the March Madness basketball matchups with the same creative executions, the campaign theme is designed to encompass all types of public events.

“It’s not just specific to football,” says Womack. “I think consumers could translate it over into a concert or any other large gathering.”

The campaign broke last week.  In addition to digital ads on social media platforms, they are airing on Food Network, Cooking Channel, Discovery, SEC Network and others, as well as such streaming platforms as Amazon Fire TV and DiscoveryGo.

Farm Rich is leveraging its status as the official frozen snack sponsor of college athletics’ Southeastern Conference by partnering with such professional football stars as Cole Beasley, Will Grier, O.J. Howard, Jonathan Allen with activations on Instagram.

“It pairs very nicely with a lot of these NFL players who are previous SEC players. Because when you look at the brand and where we really resonate, we’re really strong in the South. So it’s pumping the gas for us pretty heavily right now,” Womack says.