About Lundberg Family Farms

Lundberg Family Farms was founded in 1937 and grows rice in California. What began as a small family farm is now a rice producer and consumer packaged goods (CPG) company, making everything from dry packaged rice to rice cakes and other snacks. The brand carries decades of equity, and it wants to keep that while operating in a modern way.

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"What was once a small family farm is now a leading producer of organic rice and a growing CPG company. We want to be on the pulse. We want to continue to grow the brand and bring all that brand equity with it, but operate in a modern way." — Ben Olberg, Digital Marketing Manager

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Part of operating in a modern way is creator marketing, a program the team has been deliberately growing.

The Challenge

Before Archive, Lundberg lacked a simple consolidated view of its creator program. The metrics were spread across multiple platforms and efforts to unify them usually resulted in manually updating spreadsheets. Tags and mentions lived in separate apps, the picture was incomplete, and Instagram Stories disappeared before anyone could account for them.

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That gap mattered more as the brand leaned further into creator marketing. Lundberg was running its own incentivized user-generated content (UGC) program, working with an agency on influencer contracts, and seeding products to creators. The investment was growing, and the team needed one place to track it and prove the ROI.

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"Getting a tool that could objectively compile multi-social platform tags and mentions into one place to just get a high-level sense of trend was really helpful."

The Solution

Archive became the hub for Lundberg's creator program, and the team uses it for three distinct jobs.

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1. Running its own creator program. Lundberg finds creators already using its products, reaches out, and either incentivizes a post or licenses the content for ads. To keep that work organized, the team applies Labels and sorts content into Collections by product, marking posts as white rice or rice cakes. Later, when the team assembles something like a Brand Box collaboration, it can pull the creators who tag a given product most often instead of starting from scratch.

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2. Tracking the influencer investment. As the program scaled, Lundberg added an agency to manage a monthly roster of influencer contracts, alongside gifting and seeding creators who receive free product boxes. Candy Villegas, Integrated Marketing Specialist, runs monthly campaigns focused on individual products and checks them several times a week to see who has posted and how the content is performing. Lundberg uses Archive to watch the longer-term trend across its entire account, not just individual campaigns, to answer the question that matters to a brand investing year over year: are we showing up more on social than we were last year?

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3. Reading the whole social space. Archive is also where Lundberg gets a broad read on how the brand is doing and what people are saying. Social Listening and sentiment analysis surface conversation as it happens; Candy flags negative sentiment and Shelly Price, Brand Engagement Specialist, routes it into the brand's consumer-response program. The team uses Competitor Insights to benchmark its share of voice against a mix of rice and snack brands, and it uses Archive Radar and Archive's AI search to surface trends and creators worth reaching out to. More recently, the team has started using Deep Research to summarize trends and insights across both its own account and competitors.

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Archive also helped Lundberg catch one of its best creator moments to date. A creator the brand had worked with months earlier, still using the product, posted a video that became her most-viewed content ever. Archive floated it to the top of the feed, the team recognized it, deepened the relationship, made more content together, and ran her content in paid social.

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"I'm not sure we would have even necessarily seen it if it didn't pop up in Archive. Since then, we've deepened a relationship with that creator, created multiple pieces of content, and used her content in social advertising as well."

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What ties all three together is a single, filterable view. Instead of scanning each platform by hand, the team can sort across TikTok and Instagram at once, by follower size, by views, by whatever criteria it needs. As Shelly put it, Archive cuts out the noise of the platforms so the team can focus on what matters.

The Results

• ~$13.2M in earned media value (EMV) from January 2025 through June 2026.
• ~8,200 pieces of UGC captured across Instagram and TikTok in that window.
• Exceeded its year-one goal for growing tagged and mentioned posts.
• Caught a creator video with over a million views the team may have missed otherwise, and turned it into an ongoing creator relationship and paid social content.
• One hub for a multi-platform program. Tags and mentions from TikTok and Instagram now sit in one filterable view instead of scattered across native platform tools.
• A faster first read on sentiment, with Archive flagging negative sentiment so Lundberg can take a proactive role in consumer engagement and resolution.