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Manchester agency “Top of the Crops” with farmers campaign


BJL has developed a multi-platform marketing campaign to highlight the challenges facing the UK farming industry, for BASF.

The Manchester agency has made the farmers the stars of the promotion, using their personal testimonies.

“We wanted to find a new, interesting way to show the very real challenges British farmers are facing – and how BASF understands and responds to these often tough conditions,” explained  BJL creative director, Karl Stones.

“Performance is everything in this market so we worked with BASF to issue a bold pre-harvest promise about the results they could help customers achieve and to ask farmers to hold them to account by putting them to the test.”

The integrated campaign uses video, digital and press advertising.

“We’ve had huge success in recent independent product trials and we worked closely with BJL to explore how we could communicate this to our customers,” added Joe Dixon, BASF stakeholder engagement manager.

“BJL devised a bold campaign that focused on the farmers- and their successes and experiences with our products.  It helped us stand out from the crowd.”

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