Celebrating farmers the focus of fresh Case IH brand work

Agricultural manufacturer's new brand campaign highlights work of Australian farmers

Celebrating Australia’s farmers and their importance nationally as well as globally lies at the heart of a new brand platform launched by agricultural manufacturer, Case IH, this month.

The new campaign, 'It's what we do', centres around a 90-second film examining the highs and lows of farming and featuring real farmers who are investing and supporting our food chain from across the country. The voiceover was done by farmer and scientist, Anika Molesworth, who was recognised as the Young Farmer of the Year in 2015 and won the NSW Young Achiever Award for Environment and Sustainability in 2017. The short film was directed by Jonathan May and created with Leo Burnett.

Case IH general manager A/NZ, Pete McCann, told CMO the 178-year old brand made a deliberate decision “not to go down the traditional path agricultural companies do” but instead create a campaign that spotlighted Australian farmers. Case IH (Case International Harvester) customers stretch from hobbyist farmers to the largest farms in A/NZ. The CNH Industrial manufacturing business has 104 locations and service centres as well as a wide dealer network.

“We have had exceptionally challenging years in four of the last five years. With this year not as challenging, it was time to celebrate agriculture and our farmers,” McCann said. “Farming is always hard – from drought to mice, locusts and fires. But it’s a resilient industry.

“This campaign is a celebration of the importance of the farmer and being a grower. We’ve been wanting to do this for a long time. In a way, we want to put the sexy back into farming. We don’t talk about the good times and I think we need to, not just focus on the bad.”  

What’s also been magnified since the onset of the Covid-19 global pandemic is the criticality of farmers and how essential their work is. Through its storytelling approach, McCann said the brand hoped to spotlight the importance of farmers and the essential service they have been providing.

“The celebration of the farming community has never been more relevant, with a productive year across the sector and Aussies demanding more transparency around their food’s origins,” McCann continued.

With many employees owning farms and tied to agriculture, the campaign also aims to reflect Case IH’s authentic knowledge and ties to the land.  

It’s been several years since Case IH has undertaken a brand-oriented campaign. McCann noted the company more recently concentrated on specific community work such as that with BlazeAid after the bushfires, helping with fencing and running the hay for livestock farmers, and in general giving back to a community hard hit by natural disasters.

“That’s been our focus in the last two to three years as we were experiencing the worst drought seen in the last 18 to 20 years. It was about helping farmers manage through,” McCann explained.

“In one way, this new campaign is about saying thank you for your support, not just of us but also our dealers. They employ a lot of people who are under a lot of stress, and they’re the meat in the sandwich and hard hit in any disaster too. It’s a thank you to them, plus our employees, and also to say better times are coming, which is where we are now. We have a very cyclic industry with highs and lows – that’s farming. Let’s celebrate when we’re in a good position.”

CNH Industrial head of marketing, Ross Purdy, said the media mix for the first storytelling phase of the campaign includes out-of-home and TVC advertising. Case IH has targeted its primary marketing areas (PMAs) where its customers and dealers are placed and is showcasing local farmers, such as those in Moree and Gympie, in OOH creative.

On TV, the brand is airing 15-second and 30-second cuts of its creative nationally via Prime, Win, NBN and regional stations, and has also been incorporated into the TV show, Farmer wants a wife.

Purdy said the full 90-second version of the campaign will also potentially be used on TV, and catchup and on-demand are again using targeted PMA informed by where customers are located and within a radius of dealerships.

“We can profile attributes of customers through location, archetype of the farmer and types of farming,” he said. “There’s also digital more for our tactical phase, where we’re looking to drive lead conversion.

“It’s important to note we’re in phase one of campaigning, which is the storytelling component. The next phase will include activations to support dealers with sales support, incorporating this into point-of-sale and merchandising. For phase three and for the rest of the year into 2022, we’ll look to incorporate some of our targeted finance offers across our different product categories.”   Commenting on her role as a farmer, Molesworth said she saw living and working in rural Australia as a true privilege.

“There’s not a day that the landscape doesn’t captivate me with its vast wonder, there’s not a day that I don’t feel honoured to work alongside farmers, who produce food and fibre for our country,” she said. “Each day we rise to our challenges, are grateful for our opportunities, and strive to make tomorrow the best it possibly can be.” McCann has also worked in agriculture over his entire career and comes from a family farm.

“This is something I have wanted to do for many years at Case IH,” he added. “This campaign is as much of a story of farming, the challenges and triumphs, as it is about Case IH and the work we do.”

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here. 

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Hi,When online retailers establish their multi channel strategy and they are using or will to use live chatbot to support their customers...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Thanks for nice information regarding Account-based Marketing. PRO IT MELBOURNE is best SEO Agency in Melbourne have a team of profession...

PRO IT MELBOURNE

Cultivating engaging content in Account-based Marketing (ABM)

Read more

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in