the brief
Farmland Foods signed on as a sponsor of Luke Bryan’s 2023 Farm Tour—a natural fit between a country-music icon and a heritage food brand. Elevation was asked to handle the social content extending the sponsorship. We saw a bigger opportunity hiding in that brief.
the work
Luke Bryan’s fans cook out, hunt, and fish. The job wasn’t to tell them about Farmland—it was to give them something worth talking about. So we built Bacon Bait: a limited-edition, hand-crafted fishing lure shaped like Farmland bacon, designed to attract the attention of big fish and fellow bacon lovers. We partnered with River City Swimbaits to produce real, functional lures, and Elevation oversaw every piece of it—product design, packaging, the Luke Bryan presentation at the tour’s conclusion, and an Instagram giveaway that gave fans their own shot. In one week, the promotion reached nearly half a million users organically, and more than 45,000 fans engaged with the post—and with Farmland—for a chance to win. What started as a social content assignment turned into a viral brand activation, and was recognized with a MUSE Creative Award.
