Triscuit – Home Farming Movement
Digital Ecosystem / Participation-Based Campaign
A digital-first campaign transforming Triscuit from a product into a participation-based movement. The platform enabled users to start and map their own home farms—turning individual behavior into a visible, growing network of community-driven agriculture.
The idea was simple:
If people could see the movement, they would join it.
If people could see the movement, they would join it.
Role: Art Direction, Digital Experience
Agency: McCann NYC
Agency: McCann NYC
Client: Kraft
Contributed to platform design, visual system, and campaign execution.
Video contains everything you could want to know about the home farming movement.
PLATFORM EXPERIENCE
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Consumers were enabled to find nearby community farms, and add their own home farms to a map.
Additionally we created a vibrant forum for sharing experiences and info amongst home farmers nationwide.
Additionally we created a vibrant forum for sharing experiences and info amongst home farmers nationwide.
ACTIVATION & GROWTH
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The platform made participation visible—turning individual farms into a growing national network.
Interactive Banner System
Animated farm patch showing three recipes and the corresponding plants to make the dish. Call to action lead to recipe section at homefarming.com.
