Objectives

AMP Agency was asked by Incredible Beast to develop a campaign aimed at spreading awareness about regenerative farming and encouraging US citizens to tell their congresspersons to support a strong farm bill. At the launch of this campaign, no paid support was planned - only organic and earned.

The objectives focused on socializing this vital socio-economic and environmental cause: 

1. Popularize planting cover crops as an easy, commonsense way to fight soil loss and environmental damage among the general public.
2. Generate unpaid, earned media and create a groundswell conversation and engagement around cover crops. 
3. Drive awareness and engagement of NRDC and Incredible Beast Omnimedia—who were lending their voice and expertise to support The COVER Act and promote cover crops.

Strategy and Execution

Using actor, comedian, and woodworker Nick Offerman, we brought this campaign to life and made soil look sexy. We launched a 60-second video across various social media platforms and pitched across various media outlets. 

In our search for talent, we wanted the face of “Face Plant” to not only be passionate about protecting the soil but also be a natural entertainer and enjoy broad public appeal. Enter Nick Offerman, an actor, author, entertainer, farmer, woodworker, and regenerative-farming supporter. 

Also enter Emmy-winning director and producer Morgan Sackett (known for satirical sitcoms such as Veep and Parks & Recreation), who knows a thing or two about impactful storytelling through comedy and wit. They bought into the “Face Plant” idea and devoted their talent, resources, and time to bring it to life. 

The campaign focused on a 60-second video featuring Nick Offerman playing his dirtiest role to date, advocating for cover crops while lying buried up to his neck, humorously portraying degraded soil. As Offerman spoke to the camera about the impact of chemicals and tilling, his face transformed from worn out to a healthy glow, symbolizing the benefits of cover crops.

“Face Plant” was strategically launched across social channels during Climate Week NYC to generate timely related media coverage and social chatter. This contextual approach amplified the campaign’s reach, making it a topic of national conversation and highlighting the importance of supporting an easy, sustainable agricultural practice.  

Results

203,809,294 PR impressions

$2.3M+ in earned ad value

27.7K+ likes

6.4K+ shares

1.5MM+ in views

A surge in “regenerative agriculture” organic search

19% increase in traffic to NRDC.com

49.3% conversion rate

Media