We’re helping to raise the profile of agricultural giant BASF with a bold new campaign – leveraging personal testimony to showcase outstanding product performance. We have devised a ground-breaking ‘Real Results for Real Farmers’ approach, using trials, personal narratives and imagery to celebrate the company’s post-harvest results.
Individual farmers and their experiences are at the heart of the campaign, which puts BASF’s core Xemium products, Adexar and Librax, to the test to achieve yield levels exceeding all expectations. It represents a step change in the way the company markets its agronomic products – foregrounding experience and testimony.
The integrated campaign which is now live, uses press & digital advertising, as well as video and social, to highlight how BASF has helped users exceed yield targets, achieving productivity levels more than double those predicted.
Speaking about the activity, BJL Creative Director, Karl Stones, said: “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.
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.
As the post-harvest results show, the yields achieved exceeded all expectations. We’ve used these as a basis for a powerful peer to peer campaign that puts real farmers at the centre of all its activity.
By giving them a voice we hope to stand out in a market not known for embracing change.”
Joe Dixon, BASF Stakeholder Engagement Manager, said: “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.
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; showcasing amazing yield levels and our ongoing commitment to creating the best products on the market.”