Results in the millions – that’s a win!

Farmlands wanted to make a bigger impact during one of the most important periods of the rural calendar. They needed a campaign that unified their marketing, strengthened customer perception and encouraged farmers to prepare early for the season ahead.

Farmlands' previous seasonal activity had been spread across multiple category campaigns, making it difficult to communicate a clear, compelling message. They wanted a repeatable campaign that positioned the co-operative as a trusted rural partner while driving purchases across key product categories.

Our ‘That’s a win’ campaign was borne of the audience insight that they love sport, and using everyday ‘farmer speak’ to create something of a repeatable ‘catchphrase’. The campaign created a consistent customer experience across every touchpoint, from mass media to the Farmlands Pro platform; guiding customers from broad awareness through to purchase with coordinated activity across television, radio, digital, retail, direct marketing, and in-store and on-farm experiences.

‘That’s a win’ generated more than 25 million digital impressions and achieved a 2.49% click through rate. It also delivered increased purchase consideration by 7% and lifted Farmlands' position as the top choice by 3%.