Frozen potato brand Grown In Idaho (Part of Lamb Weston) is running its biggest commerce marketing program to date in concert with the highly anticipated "A Minecraft Movie," which debuts April 4. The work is from agency Blue Chip. 

Idaho is the film’s real-world setting, which the brand is leveraging in its campaign to boost awareness and sales among adult gamers and families who love Minecraft and potatoes. 

Blue Chip created a film-themed sweepstakes and media program aimed at increasing business at key retailers for the brand’s frozen fries. 
 
“It’s not every day that a major motion picture has a tie to Idaho potatoes,” said Kim Cupelli, senior vice president of marketing and innovation at Lamb Weston. “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.”  

During the campaign, running through April, every purchase of a Grown In Idaho product allows customers a chance to win a VIP trip to Hollywood and Warner Bros. Studios, as well as the chance to win a private screening of the movie through a sweepstakes.  

Animated paid social ads on Meta platforms Facebook and Instagram will tout the sweepstakes, while a paid influencer program featuring Cassie of Snifferish and Alissa Nguyen (formerly known as The Gaming Foodie) targets gamers and their families across Meta and TikTok. 

In-store advertising includes shelf signage in Dollar General stores, cart ads in Publix stores, and floor ads in Food Lion stores.