Grown in Idaho Connects People’s Love for Minecraft with Their Love for Fries in Latest Campaign

One of the largest frozen potato brands, Grown in Idaho, is running its biggest commerce marketing programme to date in concert with the highly anticipated A Minecraft Movie. Idaho forms the film’s real-world setting, giving Grown in Idaho a high-profile opportunity to boost awareness and sales among adult gamers and families who love Minecraft. To seize it, agency Blue Chip created a film-themed sweepstakes and complete media programme aimed at increasing business in key retailers for the brand’s frozen fries.

“It’s not every day that a major motion picture has a tie to Idaho potatoes,” said Kim Cupelli, SVP of marketing and innovation at Lamb Weston. “This is a highly relevant moment for us and provides the perfect opportunity to connect people’s love for Minecraft with our love for fries. We’re doing everything we can to turn the attention into heightened awareness, traffic, and sales for our brand, while showing our enthusiasm for A Minecraft Movie as well.”

From mid-March through April, every purchase of a Grown in Idaho product allows consumers a chance to win a VIP trip to Hollywood and Warner Bros. Studios, as well as the chance to win a private screening of A Minecraft Movie, through a sponsored sweepstakes. Animated paid social ads on Meta platforms Facebook and Instagram will tout the sweepstakes, while a paid influencer programme featuring Cassie of Snifferish and Alissa Nguyen (formerly known as The Gaming Foodie) targets gamers and their families across Meta and TikTok.

In-store advertising includes shelf signage in Dollar General stores, cart ads in Publix stores, and floor ads in Food Lion stores.

“Minecraft is one of America’s most popular games,” said Sherri Rosenberg, VP/integrated media at Blue Chip. “By tapping this enormous community with a comprehensive commerce marketing programme, we can expand Grown in Idaho’s consumer base and propel sales in key retailers.”