Hillshire Farm Snacked has created a vending machine that will give people food—as long as they can spell.
On Wednesday, May 25, the brand is putting a “pay with words” machine on 5th Avenue in New York City's Flatiron District to engage New Yorkers in spelling challenges as part of the Tyson Foods-owned brand's sponsorship of the Scripps National Spelling Bee.
People aged 13 and older can approach the machine, listen to a recording of a word–which will vary randomly in difficulty–and type their spelling of the word onto a touchscreen keypad. If they get it right, the machine will dispense one of four food packs from the Hillshire Farms Snacked line. Each includes some type of meat, cheese and a sweet snack, such as pepperoni, string cheese or Monterey jack, chocolate cookies or brownie bites. Those younger than 13 will need parental supervision and permission to participate.
The brand worked with agencies Ogilvy and Mindshare to create the vending machine. After it makes a stop in New York, from May 30-31 the machine will be in National Harbor, Maryland at the Scripps spelling competition.
According to Snacked Brand Manager Amy Margolin, the campaign aims to “fuel” children and “support the contestants throughout the competition.” The vending machine will be promoted on Hillshire Farm’s social media including Twitter, Facebook and Instagram.