Fans from Illinois tuning into this weekend’s big game may see some familiar faces in a new commercial featuring five Illinois farm families. The Career Path commercial will air regionally on Sunday during Super Bowl LVIII and close out Illinois Farm Families’ “We are the 96%” campaign, highlighting the state’s family-owned farms.
Five Farm Families will be featured, including the Marr family of Morgan County.
“What an honor it is to be able to represent this legacy and this lifestyle during the Super Bowl this month,” Marty Marr, a third-generation farmer, said in a statement. “I’m only one example of what family farms in Illinois look like, but I know it is so important for all the non-farming families in Illinois to see our families and to understand that we are the ones growing their food and fuel.”
The commercial will air in the Champaign, Peoria-Bloomington, Quad Cities, Quincy, Rockford, Springfield, St. Louis, and Southern Illinois markets, including the Evansville, Ind., and Cape Girardeau, Mo., markets.
In 2023, the Illinois Farm Families organization set out to create more awareness of locally owned farms and build consumer trust by showing Illinoisans exactly who’s behind their food: families. Since launching in February 2023 with the initial “We are the 96%” Super Bowl commercial, the campaign has been promoted statewide and has featured more than 25 farm families across the state. That first Super Bowl commercial was titled, The Corporation.
All families appearing in the commercial are profiled on the campaign’s website at wearethe96.org. Visitors can view behind-the-scenes footage and learn more about each family, their history on the farm, and what their farm looks like today. More photos and videos of the families participating throughout the campaign will appear on IFF’s social media accounts, including Facebook, Instagram, and YouTube.
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