By Andi Anderson
Illinois viewers tuning into Super Bowl LVIII on Feb. 11 may recognize familiar faces as five farm families take the spotlight in the closing commercial of Illinois Farm Families' (IFF) "We are the 96%" campaign. Titled "Career Path," the commercial showcases the DeSutter family (Knox County), Bunting family (Livingston County), Leman family (Woodford County), Boucher family (Livingston County), and Marr family (Morgan County).
Marty Marr, a third-generation farmer, expressed his honor in representing the legacy and lifestyle of family farms during the Super Bowl. He emphasized the importance of non-farming families recognizing the similarities and shared values with farming families. The commercial aims to convey the passion for family farming.
The commercial will air in various markets, including Champaign, Peoria-Bloomington, Quad Cities, Quincy, Rockford, Springfield, St. Louis, Southern Illinois, Evansville (Ind.), and Cape Girardeau (Mo.).
IFF embarked on the "We are the 96%" campaign in 2023 to raise awareness of locally owned farms and build consumer trust. Since its launch, the campaign has featured over 25 farm families across the state.
Matt Boucher, a fourth-generation farmer from Livingston County, shared his involvement in the campaign, highlighting a generational aspect by passing on the farm to his daughter, Harlie. He emphasized the campaign's role in bridging the gap between farmers and the broader community.
The families featured in the commercial are profiled on the campaign's website (wearethe96.org), providing behind-the-scenes footage, family histories, and insights into their farming operations. Additional content will be shared on IFF's social media accounts.
Following its Super Bowl debut, the full "Career Path" commercial will be available on IFF's Facebook page and website, allowing viewers to delve deeper into the stories of Illinois farm families.
Photo Credit: gettyimages-zoran-zeremski
Categories: Illinois, General