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How VR Marketing Helped LIBBY’S® Pumpkin Think Outside the Can
Case Study: Nestlé Professional Solutions LIBBY'S® Pumpkin
SERVICES: Creative, Content & Communications
Bringing Customers into the Field
with VR Marketing
When premium brands face price-based competition, thinking “outside the can” is important to tell a story that sticks. The Nestlé Professional Solutions LIBBY'S® Pumpkin team shared their farm-to-can story for years through their website and sales materials, but they wanted to make a bigger communications splash for their annual harvest. We recommended an immersive virtual reality (VR) marketing experience: "Libby's in the Field". See how we elevated their compelling farm-to-can story.
CREATIVE
Creating an Immersive Brand Story
It starts with an authentic story worth telling. In Morton, Illinois, three generations of local farmers have cultivated a proprietary pumpkin within a 125-mile radius of processing, which means the pumpkin typically moves from harvest to can within 48 hours. To develop the VR marketing experience, we selected the most impactful stories and engaging formats to effectively communicate key brand messages.
- Strong selection process for stories to determine relevance and depth.
- Creation of video- and text-based content “hotspots”.
- Collaboration with RazorEdge to assess optimal number of stories and develop the VR environment.
- Balancing education and entertainment to maintain user engagement.
- Use of approachable language following Nestlé Professional Solutions’ editorial standards for effective communication.
After locking in the number of “hotspots” and our core deliverables, we traveled to Morton for on-site farmer interviews where we used our agricultural expertise to create compelling content. We left with 360-degree footage and a game plan for how the environment would come together.
COMMUNICATIONS
Marketing the Experience to the Right Audience
The VR marketing experience began as a browser-based tool but could be adapted to include headset implementation for trade shows and customer visits. We supported "Libby's in the Field" launch with:
- YouTube video descriptions and print materials
- Landing page copy with design recommendations
- Social media captions
- Options for innovative strategic brand storytelling extensions shipping VR headsets to prospects
RESULTS
Transforming Strategic Brand Storytelling
For Nestlé Professional Solutions LIBBY'S® Pumpkin, this represented their first venture into VR marketing – creating an evergreen asset with lasting value. Our food industry expertise helped craft an immersive storytelling tool that could also be used by retail and sustainability teams to maximize visibility. "Libby's in the Field" proved that innovative formats can communicate value propositions effectively.
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