M2W: Home Farming (With The Help of Corporate America)

Have you seen the new "Home Farming Movement" by Triscuit (owned by Kraft)? Kraft, in partnership with Urban Farming have launched a new campaign encouraging consumers to participate in growing and sharing herbs and vegetables. To help the process they have included basil or dill herb seed packets in Original and Reduced Fat Triscuit boxes and also launched a microsite www.triscuit.com/homefarming. The site provides tools, expert advice and resources for home gardening.

Being in marketing I have to admit I was skeptical at first. With so many other brands jumping on the "local" and "green" band wagon what makes this different than the rest? However, after spending some time on the site I realized that Triscuit, more so Kraft, is going beyond pretty packaging and smart copy. They have presented Americans with the knowledge and tools for healthy living and happy eating. Reduced Fat Triscuit box here I come!