A campaign to change perceptions of a heritage organisation, increasing brand appeal by 56% and attracting record-breaking memberships.
When we poured over research it became clear there was no single way in which the UK’s farming industry was changing. In fact, the industry was changing and diversifying everywhere; be it in terms of age and gender of a ’typical’ farmer, new and different sectors of operation or even in fundamental approach to farming itself as lifestyle, business or a nuanced blend of the two. This NFU advertising campaign needed to show it was on the same page as its members.
As the industry diversified, we understood that the modern farmer was having to take on many more roles than ever before. For the NFU, not only were they seeing entirely new and different types of farmers, they were also fielding new and different queries from the same OG’s they had had on their books for years.
Our strategy was to celebrate the many different and diverse roles modern farmers now had to undertake. To present the NFU as their constant, steadfast champion.
We went back through the files of member imagery and testimonials, pulling out the best, most confident and striking ‘farming heroes’. We overlaid their portraits with unexpected and contrasting ‘job descriptors’, highlighting the NFU’s appreciation of farming diversity.
Our approach works across the three core aspects of membership offering (Lobbying & Representation; Information, Advice & Guidance; and Exclusive Member Benefits) and is easily translated from Press into Digital Display and re-formatted to Welsh, for NFU Cymru. Since producing the structure, we’ve been able to consistently create new executions promoting the new focus areas for each quarter. This ensures an evergreen campaign that farmers look out for, rather than disregard as something they’ve already seen.
This was the NFU’s most effective campaign of recent times, delivering +60% more members. This NFU advertising campaign evolution has also been adopted across the entire organisation – a true hallmark of an advertising campaign with sticking power. Tidy.
BACK TO WORK