The archetypal farmer so often depicted in agricultural media felt like a disconnect to DuPont Pioneer, who consider themselves the seed brand for all farmers. They turned to us to create a campaign that would push the envelope when it comes to defining the farmers of Eastern Canada, thanking them for their hard work and dedication to Never Stop Growing.
HATS OFF TO ALL FARMERS___
A hat is the quintessential icon of every farmer. It’s the last thing they put on every morning and the first thing they remove every night. It’s what they hold over their hearts when singing the national anthem, and the one thing that says, “Here’s to you” with a simple tip of the brim. This simple truth was the inspiration for the campaign’s strategic platform, messaging and visuals.
Featuring non-traditional photography, celebratory headlines and a prominent green Pioneer hat, the campaign resonated deeply with farmers, who praised its stereotype-shifting tonality. Social engagement from farmers, sales reps and industry professionals was off the charts following the campaign launch.