Hillshire Farm wanted to reach younger audiences who crave authenticity, and yet there is no actual Hillshire farm. So we built it where anyone can visit- the metaverse.

Take a tour of the Hillshire Farm made real in Decentraland, a web3 virtual world. We filled it with sausage trees, condiment bushes and cheese shrubs grown fresh for the pickin’.

In the “Grow Your Own Lunch” game players catch falling ingredients from lunch trees to win free sandwiches. See, coupons really do grow on trees.

We advertised within Decentraland, with a teleporter to go directly to the farm.

The Wearable Collection lets players flavor their avatars with a taste of the farm. Bread hat and rope sausage belt are must-haves this harvest season.

The “Sausage Scrambler” mini game offered players another chance to play with their food and win some free sandwiches.

Is a hidden Easter egg really an Easter egg if you don’t put it near some eggs?

The “press” ate it up. Kind of.