During a massive summer of major international soccer tournaments, brands are fiercely competing for the attention of sports fans. For a retail snack brand like Farm Rich, the challenge is standing out in a crowded marketplace and finding a culturally relevant way to position its products as the ultimate choice for at-home game-day entertaining. Traditional advertising isn't enough to capture the true spirit of these watch parties—the passion, the rivalry, and the camaraderie.
True sports fans don't just watch the game; they live it through friendly competition and shared experiences with friends. Watch parties are fueled by two equal passions: the excitement on the screen and the snacks on the table. To truly connect with these fans, we needed to merge the competitive spirit of the tournament with the love of crowd-pleasing snacks, turning ordinary game-day hosting into an extraordinary event.
We brought the competition and the snacks together by creating The Mozzball Table—a fully playable, custom foosball table featuring 26 players modeled after Farm Rich’s iconic mozzarella sticks.
Rather than relying on CGI, EP+Co’s in-house production arm, CR8, physically fabricated the one-of-a-kind, hand-crafted table from scratch, building on their history of real-world builds like the Frigidaire Pizza Mobile.
To launch the campaign, we captured the chaotic spirit of the game in a lighthearted sizzle film where snackers go head-to-head for "The Marinara Cup," spinning, scoring, and occasionally losing a player to an untimely bite. We then drove massive fan engagement by turning the table into the ultimate prize, launching an Instagram social giveaway (@farmrichsnacks) from June 30 to July 18 to give one lucky winner the ultimate game-day showpiece for their own home.
