Farm Rich: Partnership Capitalization

Conquer facilitated Farm Rich's partnership as the Official Frozen Snack of the Southeastern Conference in 2020. The strategy required capitalizing on the SEC's expansive reach and passionate fan base while driving national awareness through social, sponsorship, and experiential tactics, creating excitement around the product and encouraging in-store purchase.

As an official SEC sponsor, Farm Rich benefited from significant visibility across the SEC Network, college sports' most-watched network for the ninth consecutive fall. When ABC/Disney shifted top matchups to ABC, Conquer identified a negotiation opportunity and secured a high-value billboard placement during a game with an average viewership of 5.6MM, delivered to Farm Rich as added value.

Leveraging Conquer's existing relationship with the SEC, an influencer activation was secured at a third of the standard rate. The content included one video feed post and four stories, one of which was a selfie monologue highlighting Farm Rich directly. Each piece of content drove viewers to a sweepstakes via a link or QR code, where fans could enter to win a trip to the SEC Championship game. The prize package included round-trip airfare, a two-night hotel stay, tickets to the game, and a $500 gift card, a prize worthy of the fan base it was speaking to.

The sweepstakes generated nearly 9,000 entries, and that is where the value extended well beyond the activation itself. Every entry became a first-party data point, building a customer list that Conquer then used to expand targeting capabilities, develop lookalike audiences, and reach a broader universe of SEC and sports fans in future campaigns. It was a single activation that paid dividends long after the campaign flight ended.

Paid social layered on top of the sponsorship drove a 2.57% CTR across 15.4MM impressions, reinforcing the power of a coordinated multi-channel approach that connected fans at every touchpoint, from the TV screen to their social feed to the point of entry.