A recent ten-day campaign by Unilever for Hellmann's Brazil invited a group of fans for a visit to several of the brand's tomato fields. Aimed at communicating the product's farm-to-table process, the unique event was captured in high-definition video and is now run as part of an ongoing campaign that includes an interactive web page.
The Hellmann's Brazil campaign also had a partnership with Spotify, which allowed the visitors to curate a playlist to be broadcast in the fields. The visitors were able to watch the farming process through video captured through cameras in the farmers' hats. The campaign guests were then invited to plant tomatoes themselves.
The interactive farm visit is representative of a shift toward transparent marketing from large brands hoping to woo discerning millennials.