The still pretty popular Zynga property FarmVille is getting its first branded crop in-game in a partnership with General Mills subsidiary Cascadian Farms.
FarmVille gamers will get the option of planting Cascadian Farms blueberries on their fake farms, in a move that the brand hopes will increase awareness about organic farming or blueberries or something. In the New York Times, Cascadian Farms' marketing manager marketing-speaks about the initiative:
“We’re at a crossroads for the brand,” said Tim Goldsmid, marketing manager for Cascadian Farm, which started selling organic crops grown in the Upper Skagit Valley in Washington State nearly 40 years ago. “We’re looking to get our message out in a bigger way, and we wanted a creative way to do that.”
The food company is embedding its brand in the game by offering all players, including beginners, a crop that can be harvested faster and bring a bigger cash return than other crops. The promotion will run from Monday to July 26.