Farmers Insurance Installs Candy Billboard in Philadelphia

The company is distributing 12,000 bags of candy from a massive billboard at Dilworth Park this weekend.

Updated on Oct. 30, 2026 in Advertising

A large, colorful abstract art structure stands in a granite plaza in front of city architecture, capturing an urban marketing activation. — Farmers Insurance launched a multi-day experiential marketing campaign at Philadelphia's Dilworth Park, utilizing a large-scale installation to engage local residents. AI Illustration. Upload story photo >

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Farmers Insurance has deployed a 40-foot wide candy-dispensing billboard at Dilworth Park in Philadelphia. The promotional stunt aims to boost the company's brand presence in the local area by distributing thousands of treats to the public.

Why it matters

This activation serves as a physical brand campaign designed to increase the visibility of Farmers Insurance among Philadelphia residents. The large-scale installation highlights a strategic effort to engage the local community directly through experiential marketing.

The installation measures 40 feet wide by 10 feet tall and weighs three tons, requiring 10 hours for crews to set up. A team of 18 people spent two days packaging 120,000 pieces of candy, totaling 14,000 pounds, into 12,000 individual six-item bags.

The players

Farmers Insurance

This is a major American insurer that offers various policies including home, life, and auto coverage.

Dilworth Park

Located in Philadelphia, this public space serves as a central hub for community gatherings and city events.

The details

Located at 15th and Market streets, the billboard dispenses candy to visitors throughout the promotional window. The candy itself was sourced from local Philadelphia wholesalers over a three-week period to prepare for the event.

The promotion began at Dilworth Park on October 30, 2026.
The campaign continues at the park through October 31, 2026.
The billboard operates from 11 a.m. to 7 p.m. on Friday and Saturday.

Market Landscape

This activation follows the broader trend of experiential marketing where companies use high-traffic urban installations to build localized brand awareness. It positions the company within a competitive landscape where insurers increasingly rely on public engagement to stand out from rivals.

Local residents visiting Dilworth Park can receive a bag of candy from the installation during its operating hours. The event provides a brief, interactive opportunity for the public to engage with the brand while visiting the downtown area.

The takeaway

Large-scale marketing activations like this rely on significant logistical coordination, including weeks of sourcing and local labor. Residents can take advantage of the promotion by visiting the Dilworth Park site during the final scheduled operating hours.