Peach Day： Taiwan’s 1st Agri × Baseball Collab

Peach Day: Taiwan’s First Integrated Agri × Baseball Marketing Event

“Peach Day” was Taiwan’s first agriculture-branded professional baseball theme day. Jointly produced by the Taoyuan City Government, 14 local farmers’ associations, and the Rakuten Monkeys baseball team, the campaign transformed a seasonal fruit into a cultural celebration of local pride and public participation.

More than a sales promotion, Peach Day was a fully integrated marketing program encompassing naming rights, co-branded merchandise, fan engagement activities, and on-site retail. Fourteen mobile marketing trucks, each colorfully representing one of Taoyuan’s districts, lined the stadium plaza to create a true “farm-to-fan” brand experience—delivering produce directly from origin to audience.

The campaign featured multi-level interactions including branded giveaways, themed raffles, a ceremonial first pitch by the mayor, and photo opportunities with the Rakuten Girls—all designed to build emotional resonance while increasing product sales and brand visibility. It also fostered public awareness of sustainable agriculture.

“Peach Day” demonstrated how public-private collaboration can revitalize traditional industries, strengthen local branding, and achieve an integrated value model across economic, cultural, and social dimensions.