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.

Around town

We also brought our story to life across Dyersville, Iowa, including billboards, wrapped farm equipment and a painted mural downtown.

On-site

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.

The experience

We strengthened those connections with memorable on-site experiences at both games, including free sweet corn and a yield launcher game.

The reception

In the two weeks around the MLB game, DEKALB brand saw 112% more search volume than its top competitor in Iowa, including 31% more from August to December — the first time DEKALB brand has ever had the most search volume in the state during the seed-selling window.

Recognitions
Silver ADDY’s — Integrated Campaign
Silver ADDY’s — Television - Single or Series
NAMA First — Integrated Campaign - Regional
NAMA First — Television - Single or Series
NAMA Merit — Overall PR Program - directed at farmers, ranchers, growers, stakeholders or employees
NAMA Merit — Social tactic

The Team
Creative Director — Mike Maurer
Art Director — Tyler Leiweke
Copy Writer — Chris Smith