Is this heaven? No. It’s Dekalb Corn
By making DEKALB brand the Official Corn Seed of MLB at Field of Dreams, we forged a highly visible connection between farmers and the brand in the heart of corn country.
In an online video and regional TV spot that aired during the game, we celebrated tradition and ambition by telling the story of the three brothers — and DEKALB customers — who farm the Field of Dreams.
Build It And They Will Come
We also brought our story to life across Dyersville, Iowa, including billboards, wrapped farm equipment and a painted mural downtown. Farmers and DEKALB brand customers were a focus as well. We greeted them at their hotel, hosted a welcome dinner and VIP lunch and got everyone tickets to the game. We strengthened those connections with memorable on-site experiences at both games, including free sweet corn and a yield launcher game.
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Creative Director: Mike Maurer
Art Director: Tyler Leiweke
Copy Writer: Chris Smith
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Silver ADDY’s — Integrated Campaign
Silver ADDY’s — Television - Single or Series
NAMA First — Integrated Campaign - Regional
NAMA First — Television - Single or SeriesNAMA Merit — Overall PR Program - directed at farmers
NAMA Merit — Social tactic