culver’s
Influencer Marketing Case Study for Regional Fast Food Chain
Culver’s, a beloved Midwest burger chain, launched its “To Farmers With Love” sweepstakes to spotlight and reward farmers with an all-expenses-paid VIP experience at the Field of Dreams concert in Dyersville, Iowa.
Creo, Omnicom Media Group’s influencer marketing arm, identified Midwest Vs. Everybody as a natural fit as the audience embodies the same hardworking, community-first Midwest values that Culver’s champions.
The Objective
Leverage Midwest Vs. Everybody’s hyper-local voice to create culturally resonant content that combined real Midwest storytelling with Culver’s sweepstakes messaging. By grounding the campaign in everyday Midwest life, the creative delivered authenticity and relatability that amplified both organic and paid performance.
The Approach
Celebrate Midwest farmers while driving awareness for Culver’s “To Farmers With Love” sweepstakes and VIP concert giveaway. The goal was to authentically connect with Midwestern communities through content that highlighted Culver’s agricultural roots and deep appreciation for hardworking farmers.
The Creators
We activated on Midwest Vs. Everybody one of the region’s most trusted and followed cultural platforms, ensuring the campaign spoke directly to Midwesterners in a voice they recognize as their own.
Campaign Deployment
A single high-impact Instagram Reel posted as a collab with @Culvers on July 14, 2025.
Storyboarded and shot locally at an Iowa Culver’s and on a farm field.
Paired a relatable Midwest moment (“I brought you Culver’s” = “I love you”) with sweepstakes details.
Optimized for both organic traction and Meta’s paid amplification system.
Content clearly disclosed as an #ad, maintaining transparency while resonating with Midwest audiences.
results:
The Reel quickly gained traction organically, validating the creative concept and proving the Midwest audience’s natural alignment with Culver’s message.
That organic success provided the perfect foundation for paid amplification. Using the content as whitelisted creative through Meta’s ad system, the campaign was scaled into a high-performing paid initiative.
By building on content that already resonated, we were able to achieve optimized CPM and CPC costs, extending reach and engagement far beyond expectations.
8,100,000+ across organic and paid.
Total Impressions:
Total Engagements:
113,000+ Likes, Shares & Comments.
Culture-first creative drives organic traction to become the backbone of a cost-efficient paid strategy, maximizing both cultural impact and media performance.
Real Impact:
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