WORK 5Farm 01 640

Broadhead helped The Minnesota Soybean Research & Promotion Council create digital buzz by taking its important message to the streets in a fun and interruptive fashion. The goal was more conversations with young consumers about how farmers grow food and help feed families. So broadhead developed the Five-Minute Farmer program — a virtual food donation event.

The virtual food donation event was held at the University of Minnesota's Goldy's Homecoming Kickoff. There, students took a photo in front of a backdrop designed to look like a soybean field, and shared the moment to Instagram or Twitter with the hashtag #5MinuteFarmer.

Every picture tagged from the event with #5MinuteFarmer fed five families through donations by the Council. And the results showed the event to be a huge success:

-22,143 accounts reached

-37,541 impressions

-135 Tweets

-105 Instagram posts

-80+ miscellaneous pictures from students without social sites