To see the complete gallery of EuroRSCG Interactive Media Award wins for 2010, follow the link.
Press Release Source: Kraft Foods On Wednesday March 10, 2010, 7:35 am EST
EAST HANOVER, N.J., March 10 /PRNewswire-FirstCall/ — Triscuit wants Americans to discover the simple joy of growing and sharing their own herbs and vegetables. Today the brand announced the launch of the Triscuit “Home Farming” movement and its collaboration with Urban Farming, a non-profit organization, to create 50 community-based home farms across the country in 2010.
Home Farming is about growing your own herbs and vegetables, no matter where you live. To help people on their path to Home Farming, four million packages of Original and Reduced-Fat Triscuit crackers will include cards with basil or dill herb seeds that can be planted directly into the ground. An interactive Web-based community, www.triscuit.com/homefarming, helps to plant the seeds of success with tips from master gardener Paul James and information about how people can start their own home farm or volunteer at an Urban Farming location.
Americans Getting “Back to Simple”
A recent Triscuit survey found nearly two-thirds of Americans are interested in growing food in a backyard garden. And three out of four of those surveyed prefer to eat foods with a few, simple ingredients(1), reflecting a popular desire to get back to the simple joys in life.
“At Triscuit, simple authentic goodness is found on the farms, where the soft white wheat in Triscuit crackers is grown, and carried through to every cracker we make,” said Jim Low, director of marketing for Triscuit at Kraft Foods. “That is why we’re excited to invite Americans to join our ‘Home Farming’ movement, whether it’s in a backyard, on a windowsill, or in a plot shared among neighbors. Everyone can get involved.”
Triscuit Helping Home Farmers in the Community
Triscuit and Urban Farming will collaborate to create 50 community-based home farms across the U.S., launching with a groundbreaking ceremony in Los Angeles on March 11th at St. Stephen’s and the Jubilee Consortium. Following the groundbreaking event, 49 additional farms will be planted from coast to coast in such cities as Dallas, Detroit, Philadelphia, Phoenix and Tampa, to name just a few. The farms will provide local residents and community groups with the opportunity to volunteer to maintain the farm and enjoy the local produce grown in their neighborhood. Led by Urban Farming Executive Director and Founder Taja Sevelle, these community-based home farms will bring much needed sustenance to deserving communities around the country.
“The mission of Urban Farming is to create an abundance of food on unused land and space and help uplift communities. Partnering with Triscuit to create the ‘Home Farming’ movement was a natural fit,” said Ms. Sevelle. “By providing communities the opportunity to grow their own food, we’re helping them get back to basics and enjoy something as simple as nurturing the vegetables and herbs they will eat from planting to harvest.”
Triscuit Helping Home Farmers at Home
Two of the biggest obstacles people face in starting a home farm are time and space. In fact, over half of Americans (56%) who did not grow food last year said it was because of lack of time and/or space. “The Gardener Guy” Paul James has been enlisted to help people have a fun, easy and successful journey. James provides tips that appear on www.triscuit.com/homefarming and will be on-site at select groundbreaking events to help educate families and individuals about growing and planting in home farms and community-based home farms.
“A lot goes into growing your own food at home, but Triscuit has made it easy to have a green thumb,” said Paul James, Master Gardener and host of the HGTV show Gardening by the Yard. “With seed cards and instructions on Triscuit packages, families can get a little head start on how to plant and enjoy foods right in their own backyard or windowsill.”
Home Farming on the Web
For tips from Master Gardener Paul James and tools for starting a farm at home or in your hometown, please visit www.triscuit.com/homefarming. The Web site also provides a full list of cities participating in the community-based home farm program and details about where people can volunteer or get started with their own community-based home farm. (more…)
March 16, 2010
Today Ellen welcomed Taja Sevelle, the head of Urban Farming, to tell her about the Triscuit Home Farming Movement. Together they planted a home farm for Ellen. (more…)
An unlikely new campaign from Triscuit aims to educate cracker-snackers about the many joys of backyard farming.
Matt Hickman – Tue, Mar 09 2010 at 7:44 AM EST
Yesterday, an interesting article ran in the Business section of the New York Times that discussed Nabisco’s inspired re-branding of the most bland cracker (I only buy ’em when I have a serious case of the barfs) on the market: Premium saltines.
Buried within the saltine-centric article, I caught an interesting tidbit mentioning another Nabisco — the cookie ‘n’ cracker division of Kraft Foods — campaign. Starting this week, Nabisco began using the Triscuit of all things as a vehicle to inform consumers about the joys of home farming. Yes, Triscuits and home farming. As part of the Home Farming campaign, four million boxes of Triscuits will come with packets of dill and basil seeds so that cracker-munchers can start their very own home herb gardens.
Hmmm. The leap from snack crackers to backyard farming isn’t the most logical one in my mind … at all. What’s next? Nilla Wafers for vermicomposting? For the campaign, Triscuit teamed up with nonprofit group Urban Farming to “help build a home farming community where both beginners and more seasoned gardeners can dialogue and gather information towards their common mission: to reap food that is deliciously fresh, penny-wise, healthier for themselves and the planet. It’s about home farming, and the everyday joy that grows out of it.” (more…)
By STUART ELLIOTT – Published: March 8, 2010
Kraft Foods is emblematic of the trend, as the company brings out new campaigns for its older products, redesigns their packages and freshens them up with line extensions and new flavors. There have been numerous changes in the agency assignments for those brands, too, as Kraft shuffles creative accounts.
And this week, another Nabisco product, Triscuit, will introduce a campaign by Euro RSCG New York that encourages consumers to consider home farming. “When you plant a seed, you grow a movement,” the headline of a print advertisement asserts.
A section of the Triscuit Web site is being devoted to information about home farming and an organization, Urban Farming. There will be grants for sustainability programs through Future Farmers of America.
And four million Triscuit packages will include cards of basil and dill seeds, which can be planted at home for herb gardens. (more…)
by Karlene Lukovitz, Thursday, March 11, 2010, 1:14 PM
The brand’s new home farming initiatives also include offering free basil and dill herb seed cards on four million boxes of its original and reduced-fat varieties, and a Web site (triscuit.com/homefarming) featuring tips on starting home gardens or volunteering at a local Urban Farming garden.
The first garden, in Los Angeles, was officially opened with a ceremony on March 11. The other 49 garden locations are scattered throughout the country, and include Dallas, Detroit, Philadelphia, Phoenix and Tampa, Fla. The farms will be maintained by local residents and community groups on a volunteer basis.
The Web site includes a tool that advises consumers which vegetables and herbs are best to plant (and planting dates) based on their regions/ZIP codes and the amount of sunny space available (ranging from a single pot on a balcony to two 4-foot by 8-foot gardens). Another tool enables users to find nearby community farms, and add their own home farms to a map. Forums and sharing tools are prominently displayed. (more…)