With Super Bowl LII taking place in Minneapolis, locally-headquartered dairy brand Land O'Lakes found an ideal opportunity to highlight a cause close to its heart--farming and agriculture.
Via The Martin Agency, the brand organized the "Farm Bowl," inviting professional football players past and present to compete against Land O'Lakes farmers in events such as the Tractor Tire Change, Milk Pipe Puzzle, Drone Drop and Hay Bale Backup.
Minnesota Vikings wide receiver Stefon Diggs and Tulare, California-based farmer JJ Nunes eventually won the Land O'Lakes Farm Bowl trophy, (designed by The Martin Agency art director Rushil Nadkarni), on Thursday.
The event, which took place at the University of Minnesota, was aimed at educating and empowering students to champion nutrition and agriculture.
"Super Bowl LII offers an exciting stage to convey the importance of farming to feeding the world, and to show how Land O'Lakes' member owners are impacting the entire food chain, farm to fork, from our iconic butter brand and far beyond," says Chris Policinski, president and CEO of Land O'Lakes, Inc, in a statement. "Less than two percent of the population touches farming and, as the voice of the farmer, we feel an obligation to tell their important story."