Organic foods maker Cascadian Farm, situated in the foothills of the North Cascades mountain range in the state of Washington, was once known mainly for its high-quality organic foods in the real world — until it became part of Zynga’s wildly popular game FarmVille….
Cascadian Farm is now the brand behind the game’s new organic blueberries crop, which became available in the FarmVille Market on Monday and has already been purchased by more than 1 million players for 20 credits each. In total, 310 million Cascadian Farm organic blueberries have been planted by FarmVille players.
Cascadian Farm is touting this as the first in-game branded crop to ever appear in the FarmVille Market. You may recall that Elite Taami Nutz was behind brand-sponsored peanuts earlier in the year. The company was the first to sponsor a crop, but Cascadian is the first to get their logo and brand into the Market.
Since the launch of the in-game blueberries, Cascadian Farm’s “Farmer Joe” — the man who tends the virtual farm — has received close to 5,000 friend requests on Facebook. The fact that FarmVille players are taking the extra step to friend the virtual farmer shows that there is a positive brand association between the crop and the company. That association could easily extend to the offline world; we hope Cascadian Farms will share its metrics and sales with us once the campaign has run its course.
The campaign is set to wrap up this coming Monday, July 26. At least within FarmVille, we certainly expect the organic blueberries to be in hot demand until then.