Field of Dreams
DEKALB x MLB at Field of Dreams
The Corn in America’s Most Iconic Backyard
The Field of Dreams movie site is surrounded by a working corn farm operated by the Rahe brothers, longtime farmers of DEKALB® brand corn. In 2022, a rare opportunity came to DEKALB: a partnership with Major League Baseball as the Official Corn Seed of MLB at Field of Dreams. It was a chance to share the most famous corn in the world with a wider audience, to instill pride among farmers and to bring DEKALB’s “Winning Has Roots” campaign to life during one of the most anticipated games in baseball.
Strategy Overview
The Goal
Increase visibility of the DEKALB brand and build affinity among farmers.
The Situation
DEKALB corn seed has a strong heritage of consistent, winning performance with industry-leading genetics and innovation. However, there’s one claim that DEKALB has never been able to make compared to the competition: American heritage.
The APPROACH
Put real farmers in the spotlight during one of the most anticipated MLB games of the year to instill pride and connect the DEKALB brand with America’s pastime in America’s heartland.
Anthem Video / TV Spot (:30)
Tactical Approach
Broadcast TV (Regional)
Paid + Organic Social
YouTube
Out of Home
In-Game Signage
VIP Customer Events
On-Site Experiential Booth
PR / Earned Media
The Rahe Brothers
Back in 1988, Andy, Aaron and Adam Rahe were just a couple of kids living on a farm in Dyersville, Iowa. That summer, they got to witness the magic of movie making for one of America’s most iconic films in their backyard: Field of Dreams.
Since then, the brothers have continued to farm the most famous and iconic cornfield in America. Without sponsorships or incentives, the Rahes have continued to plant the corn they think is, by far, the best for that field — DEKALB.
Campaign Performance
BROADCAST TV (REGIONAL)
411 Impressions
13 Markets
LANDING PAGE
2,000 Landing Page Views
3:16 Average Time on Site
PAID + ORGANIC SOCIAL
597K Impressions
124K Video Views
27K Engagements
IN-GAME SIGNAGE
7,800 Game Attendees
3.1M Broadcast Viewers
PR / Media Coverage
248 Earned Media Pickups
630+ Radio Stations
201M Earned Impressions
CORN LAUNCHER EXPERIENCE
518 Participants
275 Video Shares
VIP EventS
110 DEKALB VIP Guests
SWEET CORN STAND
5,000 Ears Distributed
What We Heard
““The appreciation for clients is something DEKALB/Asgrow® has always done 100x better than the other brands. Thank you for the privilege and opportunity to attend the Field of Dreams Game” ”
““This was special. I’ve seen and been to some pretty awesome stuff, but nothing like this. There were times on the trip I just wanted to cry. That’s how moving the whole experience was.””
