Why did Lundberg Family Farms Go to New York City to Protest Earth Day With Its OOH Campaign

Lundberg Family Farms is going out of its way to protest as it is allocating its marketing dollars in various mediums in New York City.

It launched Ducking Good Rice this month in homage to ducks, the next phase of its creative initiative. Dominating New York City during Earth month, the campaign includes a full-page ad in The New York Times, a Times Square billboard, and branding of the PATH station World Trade Center. In addition, Lundberg Family Farm Introduced Albert the Duckling, who distributes rice samples and advocates against Earth Day, the campaign aims to raise awareness.

Last year, Lundberg Family Farms introduced Ducking Good Rice, emphasizing that Earth Day should be celebrated daily, not just annually. This year, they’ve elevated their advocacy by protesting the once-a-year observance to honor the ducks on their farm. The campaign showcases their commitment to regenerative organic farming methods, promoting soil enrichment, community support, and habitat preservation for ducks through practices like winter cover cropping.

Brita Lundberg, Chief Storyteller at Lundberg Family Farms, said Californians are witnessing the direct effects of climate change, ranging from prolonged droughts to intense atmospheric rivers. Given their role as farmers, they are uniquely positioned on the front lines of this environmental crisis.

“We’re on a mission to grow the highest quality rice using organic and regenerative farming practices because we believe the health of our bodies and our planet depend on it,” said Lundberg. “One day [isn’t] going to cut it. Regenerative organic farming practices require a year-round commitment to caring for our land and the creatures who call it home.”

Lundberg expressed hope that the campaign would introduce people to their brand and, more importantly, raise awareness of regenerative organic farming practices that contribute to land restoration, habitat preservation, and community development. Their ultimate objective is to empower individuals to adopt eating habits that prioritize the well-being of the planet, as they strongly believe in its significance.

In addition to Facebook and Instagram, the brand will also showcase Albert the Duckling’s New York City adventures through a meta campaign. To further promote the campaign and engage with their audience across various content formats, Lundberg Family Farms is running paid social ads on Facebook and Instagram. Since New York City is highly trafficked, Lundberg Family Farms saw it as an opportunity for its OOH campaign, just like Linkree did with its OOH ads.

“We spent the weekend strolling the streets of New York with Albert the Duckling, protesting Earth Day while handing out samples to pedestrians around the city,” said Lundberg. “Soil health metrics can be opaque to the average consumer, but fowl language and fuzzy ducklings are a surefire way to stop people in their tracks and start a conversation about what regenerative organic means, why it matters, and how they can join the movement.”

IRMagazine’s study shows that millennials and Gen Z are most concerned about climate change. It is evident that their involvement highlights a growing urgency for collective environmental action. The growing sense of urgency for environmental action is being fueled by their personal efforts, their advocacy, and their support for environmentally friendly brands.